{"id":11618,"date":"2020-01-05T15:25:00","date_gmt":"2020-01-05T15:25:00","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=11618"},"modified":"2020-08-28T01:00:01","modified_gmt":"2020-08-28T00:00:01","slug":"artisans-not-managers","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2020\/jan\/artisans-not-managers","title":{"rendered":"Artisans, Not Managers"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-6KiTe wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          As an industry we have a number of peculiar habits. Talking ourselves down is one of them. Focusing on ads and stunts that the rest of the world won&#8217;t notice is another.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Equally time-honoured is our tendency to promote people away from what they&#8217;re good at and propel them into senior management.<br \/><br \/>Like most peculiar habits, this has many more downsides than upsides. It is, perhaps, the greatest operational flaw in our industry. We still labour under the misapprehension that management is the ultimate goal of an advertising career, when it shouldn&#8217;t be. The ultimate goal should be to make the best ads you possibly can and to stay doing this for as long as you can.<br \/><br \/>I say this because all the really good people I&#8217;ve ever worked with understand that advertising is not a service industry. It&#8217;s a manufacturing industry. Unlike so many managerial professions, we make a concrete end-product (even if this is increasingly transmitted in digital code). We make something that people see and feel, something that moves, that speaks, that&#8217;s musical or photographic, interactive or emotive, familiar or brand new. At the start of every project we begin with nothing, and at the end, we have produced something tangible that can be communicated to the outside world. Where we can then say &#8216;I had a hand in making that&#8217;.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-Z4inna wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Wordless-Bar-still-2.jpg\" alt=\"Bar still\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-crkGb wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <h4>There is a thrill to this making process that few other office jobs can match. I\u2019m sure completing an audit is satisfying, but I doubt it\u2019s thrilling. No doubt there is satisfaction to be found in advising on an obscure sub-clause in contract law. However, this has negligible public jeopardy when compared to sending your little creation out into the world and waiting for Campaign\u2019s patrician thumb to signal death or glory in the Colosseum of its opinion pieces. And that\u2019s before your Mum and Dad weigh in.<\/h4>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-7Hl2K wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          Of course, advertising is not entirely a manufacturing business.                  <\/blockquote>\r\n                \r\n  \t\t\t  \t\t\t<div class=\"img-inline img-offset-left-md\">\r\n          <picture class=\"embed-responsive-item\">\r\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/IN-SITU-2-2.jpg 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/IN-SITU-2-2.jpg\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\r\n          <\/picture>\r\n        <\/div>\r\n              <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Service is central too, but it is of secondary importance. If I were a Client I&#8217;d tolerate badly punctuated status reports if the ads were great. But no amount of slick minute-taking would compensate for sub-standard work. The same is true in the restaurant trade. What do you value most when you go out to eat &#8211; the kitchen or the front of house? (I would stress, for the record, that I say this with the greatest respect to Jesus, Fernando, Chris and Jeremy, just in case I need to book a table at short notice in the coming weeks).\u00a0<br \/><br \/>The craft of making something informative, entertaining or in other ways worthwhile is the essence of what we do. And craftsmen don\u2019t move away from the product as their careers progress, they move closer. They gain experience, they hone their skills, they mature into master craftsmen, they encourage and nurture new makers. As a business, we are in danger of losing this artisanal instinct. We are in danger of undervaluing hard-won experience in a way that would be unthinkable to the worlds of design, fashion, architecture, film or journalism. And we are in danger of absurd managerial title inflation, with its attendant focus on fashionable abstractions such as disruptive business models, new value exchanges, transformation agendas and the like.<br \/><br \/>But none of these should be our focus. We should simply focus on making a better product tomorrow than we did yesterday. If we do this, everything else will follow. This is why the agencies that do best are the ones that let their people stay closest to the work, and the ones who do worst promote their talent into the craft-free zone of senior management, miles away from the heat, chaos and sizzle of the kitchen.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-1rT3tl wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        So next time you\u2019re offered a new job or a promotion, here&#8217;s a question that might be worth asking; will the move take you nearer to the stove, or further away? \n              <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"template":"","categories":[191],"class_list":["post-11618","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"capability_ids":[],"client_id":"","websites_to_publish":["3","5","6","7","8"],"author":{"ID":930,"post_author":"2","post_date":"2020-07-02 12:04:34","post_date_gmt":"2020-07-02 11:04:34","post_content":"","post_title":"Charles Vallance","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"charles-vallance","to_ping":"","pinged":"","post_modified":"2026-01-19 12:22:45","post_modified_gmt":"2026-01-19 12:22:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=people&#038;p=930","menu_order":0,"post_type":"people","post_mime_type":"","comment_count":"0","filter":"raw"},"hero_video":"","hero_image":{"ID":11621,"id":11621,"title":"Charles Vallance col (1)","filename":"Charles-Vallance-col-1-1.jpg","filesize":123399,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1.jpg","link":"https:\/\/www.vccp.com\/uk\/news\/2020\/jan\/artisans-not-managers\/attachment\/charles-vallance-col-1","alt":"Charles Vallance headshot","author":"11","description":"","caption":"","name":"charles-vallance-col-1","status":"inherit","uploaded_to":11618,"date":"2020-08-19 14:23:34","modified":"2021-05-18 11:20:27","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-1152x720.jpg","Square-width":768,"Square-height":480,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-768x720.jpg","Tall-width":307,"Tall-height":288,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1-384x720.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":576}},"meta-title":"Artisans, Not Managers","meta-description":"As an industry we have a number of peculiar habits. Talking ourselves down is one of them. Focussing on ads and stunts that the rest of the world won't notice is another. Equally time-honoured is our tendency to promote people away from what they're good at and propel them into senior management.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-Vallance-col-1-1.jpg","news_id":"191","relateditems":[{"relateditem":{"ID":10702,"post_author":"7","post_date":"2020-03-10 09:03:06","post_date_gmt":"2020-03-10 09:03:06","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"396651592\",\"blockId\":\"1Bf00l\",\"blockUniqueClass\":\"lazyblock-video-1Bf00l\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eEaster\\u00a0is a holiday when our generous instinct is reawakened after a long winter, and the perfect reminder that \\u2018there\\u2019s a glass and a half in everyone\\u2019.\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eCadbury\\u2019s Easter campaign, \\u2018Show you care, hide it\\u2019, builds on this by encouraging the nation to put time and effort into hiding an egg for a loved one, rather than simply handing one over.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe 40\\u201d spot is filled with the natural light of a spring day, and directed by Si\\u0026amp;Ad. It tells the story of a grandfather hiding shiny purple eggs around his flat; finding places high and low. There's a knock at the door and in runs his granddaughter and tall teenage grandson. As the little girl runs off in search of Easter eggs, the grandson greets his grandpa with a big hello hug and we see his eyes darting across the room, looking around for eggs for himself.\\u003c\\\/p\\u003e\",\"quote\":\"It's all about the act of hiding, and the thought that goes into that.\",\"blockId\":\"1lbsu1\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1lbsu1\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Cad-new%22,%22caption%22:%22%22,%22id%22:10704,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=10704%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2020\\\/08\\\/Cad-new.jpg%22%7D\",\"blockId\":\"ZWOhuv\",\"blockUniqueClass\":\"lazyblock-image-full-width-ZWOhuv\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"The OOH executions also showcase hiding spots in real homes. Mark Leary, the photographer, captures spring light and focuses on playfully hidden Cadbury eggs. In the DOOH, these eggs topple into the frame from their carefully chosen hiding places.\",\"blockId\":\"yC5ur\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-yC5ur\"} \/-->","post_title":"Show you care, hide it","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-easter","to_ping":"","pinged":"","post_modified":"2020-08-27 16:40:42","post_modified_gmt":"2020-08-27 15:40:42","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10702","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":10623,"post_author":"3","post_date":"2018-05-22 15:51:18","post_date_gmt":"2018-05-22 14:51:18","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eWe had seven weeks, from brief to live, to help Amnesty International change the law that prevented refugee children from living with their families in the UK.\\u003cbr \/\\u003e\\u003cbr \/\\u003eSo two days before Mothering Sunday we staged a living installation on London\u2019s Southbank: \u2018The Undeniable Wonder of Family Life\u2019.\u00a0\\u003cbr \/\\u003e\\u003cbr \/\\u003eThe installation celebrated the joy of spending time with family, something many of us take for granted, but not all of us get to experience... specifically refugees in the UK, who are currently kept apart from their loved ones due to strict government criteria.\u00a0\\u003cbr \/\\u003e\\u003cbr \/\\u003eWe wanted to introduce the issues facing refugee families in a way that British people couldn\u2019t help but empathise with.\u00a0\\u003cbr \/\\u003e\\u003cbr \/\\u003eOur living installation reminded people of an undeniable truth: Everyday family life is wonderful, even the boring bits.\u00a0 When we see it all from the outside, we notice it\u2019s full of lovely little moments we take for granted.\u00a0\\u003cbr \/\\u003e\\u003cbr \/\\u003eIt was live for two days, during which 18 UK families each spent an hour just being a family in a normal living room. They got on with everyday life; watching TV, playing with toys and games, chatting and napping...ignoring the fact they were in a glass box, watched by thousands online and in person on London\u2019s busy Southbank.\u00a0\\u003c\/p\\u003e\",\"quote\":\"A giant victory for the families torn apart by war and conflict.\\n\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22IN-SITU-1%22,%22caption%22:%22%22,%22id%22:10624,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10624%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/IN-SITU-1.jpg%22%7D\",\"blockId\":\"ZMnuy7\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZMnuy7\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"As people stopped and stared we reminded them that these simple everyday moments are denied to refugees in the UK due to the strict and unfair rules. But that they, the British public, could help by emailing their MPs who had the power to help change those rules.\",\"blockId\":\"9QJ6m\",\"blockUniqueClass\":\"lazyblock-quote-full-width-9QJ6m\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22IN-SITU-2%22,%22caption%22:%22%22,%22id%22:10625,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10625%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/IN-SITU-2.jpg%22%7D\",\"blockId\":\"2tIYhr\",\"blockUniqueClass\":\"lazyblock-image-full-width-2tIYhr\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eThousands of people stopped and stared, asked questions, took leaflets. 98,530 people watched the Facebook livestream. 13,715 people were moved to email their local MPs, which exceeded the originally ambitious target. And on 16th March, an overwhelming majority of 129 MPs voted in support of the Refugee Family Reunion Bill, versus 42 against.\\u003c\/h4\\u003e\",\"blockId\":\"ZL1Gu1\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZL1Gu1\"} \/-->","post_title":"The undeniable wonders of family life","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-undeniable-wonders-of-family-life","to_ping":"","pinged":"","post_modified":"2020-08-24 13:44:03","post_modified_gmt":"2020-08-24 12:44:03","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10623","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11368,"post_author":"7","post_date":"2020-03-06 16:55:07","post_date_gmt":"2020-03-06 16:55:07","post_content":"<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22396734741%22%7D,%7B%22video-id%22:%22396735316%22,%22video-source%22:%22vimeo%22%7D,%7B%22video-id%22:%22396734772%22,%22video-source%22:%22vimeo%22%7D,%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22396734796%22%7D%5D\",\"arrow-controls\":true,\"blockId\":\"yHrlu\",\"blockUniqueClass\":\"lazyblock-carousel-yHrlu\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eWe have launched a new campaign with Nationwide to promote their new ISA prize draw, which gives savers the chance to win up to \\u00a320,000 \\u2013 the current annual ISA allowance. This forms part of the Society\\u2019s wider efforts to get the nation saving again.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe draw is open to new and existing members and, to qualify, ISA balances only need to be increased by \\u00a3100 or more by the time the prize draw entry period closes at the end of April.\\u003cbr \\\/\\u003eEntries into the ISA prize draw open on Friday 6 March and close on Thursday 30 April, ensuring members have the option of either using this year\\u2019s or next year\\u2019s tax-free allowance to enter.\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe \\u00a3500,000 giveaway will see savers getting ten chances to win the top prize of \\u00a320,000, with a further ten prizes of \\u00a310,000 and 40 prizes of \\u00a35,000.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eCreated by VCCP, the four new films showcase stand up comedians Adam Rowe, Amir Khosohkan, Laura Smyth and Esther Manito putting their own personal spin on ISAs and making them more relatable, accessible and authentic, while moving the conversation away from rates to more wider saving.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe ISA campaign follows on from Nationwide\\u2019s recent PayDay SaveDay campaign, which was launched in response to the savings crisis in the UK where more than 11 million people have less than \\u00a3100 in savings and with the aim of getting people to put some money away, no matter how small.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThis latest campaign forms part of the Society\\u2019s wider \\u2018Voices Nationwide\\u2019 advertising, which aims to celebrate people\\u2019s lives and stories in their own words. The use of comedy for this campaign sees an evolution of the PayDay SaveDay campaign, using comedians to try and make the topic of saving money become both relatable and light-hearted.\\u003c\\\/p\\u003e\",\"quote\":\"Nationwide launches new campaign to get more of the nation saving this ISA season.\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Amir%204%22,%22caption%22:%22%22,%22id%22:11369,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=11369%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2020\\\/08\\\/Amir-4.jpg%22%7D\",\"blockId\":\"2uu6zq\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-2uu6zq\"} \/-->","post_title":"ISA prize draw","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"isa-prize-draw","to_ping":"","pinged":"","post_modified":"2020-08-27 16:41:33","post_modified_gmt":"2020-08-27 15:41:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11368","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"related_content_title":"YOU MAY ALSO LIKE","visible_on_home_page":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/11618","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=11618"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=11618"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}