{"id":11624,"date":"2020-01-13T15:43:38","date_gmt":"2020-01-13T15:43:38","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=11624"},"modified":"2020-08-27T12:01:10","modified_gmt":"2020-08-27T11:01:10","slug":"the-hidden-power-of-the-weakest-links","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2020\/jan\/the-hidden-power-of-the-weakest-links","title":{"rendered":"The hidden power of the weakest links"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-wXCB0 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          The 20s are finally upon us. Last time round, it was a singularly glamorous decade, at least retrospectively.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>The 1920s conjure up images of F Scott Fitzgerald, No\u00ebl Coward, Oxford bags, cocktail parties, flappers, prohibition and the jazz age. And it came, of course, after a time of terrible conflict. No wonder they called it the roaring 20s. People had a right to party.\u00a0<br \/><br \/>While the Brexit dramas of the past few years in no way compare to the turmoil of war, there is I think a detectible feeling of release in 2020. The chance for renewal, revival and even optimism. It has been a long wait, so let&#8217;s hope so.<br \/><br \/>If there is a new spirit afoot, it will need nurturing and protecting as it is inevitably young and fragile. It will be reinforced by everyone working hard to understand each other and find common ground, rather than clinging to the habits of polarity and groupthink. But, one suspects, this is rather more easily said than done.\u00a0<\/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-2etG2E 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\/the-great-gatsby-party-580-1.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-F9qth wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <h4>To alter attitudes, we first have to adapt behaviour. If we start doing things differently, we might start to think differently, and thus alter our world view to accommodate a more diverse and heterogeneous set of opinions.<\/h4>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-side-by-side-text-inline-image-button-1mNHi1 wp-block-lazyblock-two-column-side-by-side-text-inline-image-button\"><section class=\"fullwidth fullwidth--overflow\" data-aos=\"fade-up\">\n  <div class=\"container container--spaced-lg\">\n\n    <div class=\"row\">\n            <div class=\"col-md-6\">\n\n        <div class=\"text-image-item\">\n        \n                    \n          <div class=\"content\">\n                        \n                        <div class=\"p\">\n              <p>I have seen a few people on Twitter make this move. They have deliberately started to follow people they would otherwise have disagreed with and ignored. Although at times it may be infuriating to hear conflicting views, the overall experience is likely to be both illuminating and edifying.<\/p>            <\/div>\n                        \n                      <\/div>\n\n        <\/div>        \n      <\/div>\n            <div class=\"col-md-6\">\n\n        <div class=\"text-image-item\">\n        \n                    \n          <div class=\"content\">\n                        \n                        <div class=\"p\">\n              <p>This isn&#8217;t simply to do with platitudes about the importance of listening and getting out of your bubble. It is to do with strategic success, not to mention electoral success. I say this on the basis of the recurrent findings of network analysis. Contrary to what might be expected, the most influential connections are the most distant ones, not the nearest.<\/p>            <\/div>\n                        \n                      <\/div>\n\n        <\/div>        \n      <\/div>\n      \n    <\/div>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-1N1yTs 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          This is what Mark Granovetter&#8217;s groundbreaking study of social networks established back in 1973. He called it &#8216;The Strength of Weak Ties&#8217;.                  <\/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\/20s-1.jpg 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20s-1.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>In it, he demonstrated that the weakest, not the strongest, social ties are the most irreplaceable ones. Since then, his weak tie theory has been validated repeatedly by more recent, data-driven research.<br \/><br \/>The finding, in fact, is not as counter-intuitive as it first appears. If you surround yourself only with people, views and connections that are close to you, then you will inevitably form a clique. The problem with cliques, as Tim Harford observes in his sociocultural study Messy, is that they become blinkered: &#8220;In a clique, everyone knows everyone and all tell you the same. The more peripheral the contact, the more likely she is to tell you something you didn&#8217;t know.&#8221;<br \/><br \/>What we don&#8217;t know, of course, is precisely the thing we need to master in order to progress and flourish. Denying ourselves access to it, avoiding weak ties, is strategic folly. This has been illustrated emphatically in politics of late. The failure of the two opposition parties in the last general election was, to some extent at least, their failure to be peripheral. Neither of their leadership teams managed to reach meaningfully beyond their electoral cores. They spoke to their strong rather than weak links. A friend of mine drove across America just prior to Trump&#8217;s election victory and, a devoted Democrat, ended his trip convinced that Trump would win. The periphery between the two coastlines gave him the insight of the weak tie.<\/p>\n<p>As we know from Dominic Cummings&#8217; recruitment blog, politics and communications are inextricably linked. So, with the new decade unfolding before us, I would urge adland to run towards the periphery, to nurture and cultivate the weaker links it has perhaps neglected over the past decade, particularly during those late teenage years.<\/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-ZCVSAs 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        We are now moving from adolescence to adulthood. Let\u2019s act accordingly and embrace the looser ties of difference, diversity and heterogeneity, rather than the strong ties of the village and the clique. Let\u2019s open ourselves up to the margins and the overlooked. Let\u2019s start the 20s with a roar, not an echo. \n              <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":11,"template":"","categories":[191],"class_list":["post-11624","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"capability_ids":[],"client_id":"","websites_to_publish":[],"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":11627,"id":11627,"title":"Charles","filename":"Charles-1.jpg","filesize":77267,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1.jpg","link":"https:\/\/www.vccp.com\/uk\/news\/2020\/jan\/the-hidden-power-of-the-weakest-links\/attachment\/charles-2","alt":"","author":"11","description":"","caption":"","name":"charles-2","status":"inherit","uploaded_to":11624,"date":"2020-08-19 14:44:57","modified":"2020-08-19 14:44:57","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-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1-1152x720.jpg","Square-width":768,"Square-height":480,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1-768x720.jpg","Tall-width":307,"Tall-height":288,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-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-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-1-384x720.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":576}},"meta-title":"The hidden power of the weakest links","meta-description":"It's the weakest, not strongest, social ties that are most irreplaceable. So, at the start of this decade, let's run towards the periphery.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles-1.jpg","news_id":"191","relateditems":[{"relateditem":{"ID":11430,"post_author":"11","post_date":"2019-12-09 10:30:07","post_date_gmt":"2019-12-09 10:30:07","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eAre we allowing our product to become rather too podgy and corpulent? Is it beginning to lose its edge and angularity? The evidence on creative effectiveness, most recently from Orlando Wood's IPA publication Lemon, would suggest that perhaps it is.\\u00a0\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eMuch of our media overeating is down to the new snack culture of \\u0022branded content\\u0022. It pains me to say it, but there is a glut of this stuff around, too often driven by a supply-side dynamic of media deal-making. If I had a pound for every video-on-demand\\\/content side-deal proposed by eager media agencies, I would have enough money to make a semi-unwatchable mini-series about the badgers of Basingstoke on behalf of the Consortium of Suburban Councils. Furthermore, I would have money left over to squander on a paid-for social budget that, to the uninitiated, might suggest that a few people were actually watching the show, when in fact the badgers, much to their relief, remain conspiculously undisturbed by public oversight.\\u003c\\\/p\\u003e\",\"quote\":\"Christmas is coming and, in the words of the song, the goose is getting fat. The question for adland is whether the same applies to the work we're producing.\",\"blockId\":\"aTPL9\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-aTPL9\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Cadbury%20Posters%20landscape%202%22,%22caption%22:%22%22,%22id%22:11432,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/news\\\/2019\\\/12\\\/does-your-brand-have-a-thing\\\/attachment\\\/cadbury-posters-landscape-2-2\\\/%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2020\\\/08\\\/Cadbury-Posters-landscape-2.jpg%22%7D\",\"blockId\":\"1BLpzo\",\"blockUniqueClass\":\"lazyblock-image-full-width-1BLpzo\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eThis is not in any way to decry branded content per se. There are many, many great exponents of the genre and some very big hits. Modesty prevents me from mentioning some of VCCP's recent highlights. However, in my experience, the success stories come from the brand out, not the supply chain in. Put another way, memorable content seldom happens because a deal's available. It happens because it is the right thing to do regardless of any deal \\u2013 like all good channel decisions. This sequence ensures that all subsequent deal-making will be defined by the creative opportunity, not the other way round.\\u003c\\\/h4\\u003e\",\"blockId\":\"1YM5iU\",\"blockUniqueClass\":\"lazyblock-text-full-width-1YM5iU\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eMoreover, this sprawl doesn't begin to take into account the other numerous temptations enticing us to snack, graze and guzzle up our media calorie count in the impulse purchase aisles of social media. Without realising it, a campaign can rapidly get out of shape.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eThe way to avoid an ill-disciplined media binge is surprisingly simple. It is also surprisingly difficult to achieve, as it requires an exceptional level of cohesion. It's easy to recognise the right behaviour when you see it; indeed, it is nearly always a hallmark of high performance. At last month's diamond anniversary for The Marketing Society, I noticed just how many of the most iconic brands had it; from Cadbury, Apple, PG Tips, Guinness and easyJet to Dulux, Duracell, Channel 4, Comparethemarket.com, Coca-Cola and O2. I was left in no doubt. It quite clearly is the answer.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eAt this point, you might be expecting a rather technical definition of what \\u0022it\\u0022 is. And I could string things out with some waffle about heuristical synecdoche (TM). Whereas all you actually have to do is ask yourself a very simple question: does your brand have a thing? I'm sorry it's not more complicated. For Cadbury, it's a glass-and-a-half; for Comparethemarket, it's a meerkat; for Dulux, it's a sheepdog. Sometimes it's a tone of voice, sometimes it's an iconic piece of packaging; other times it's a filmic style. It's sometimes even a repertoire of things, as in the case of O2, McDonald's and Apple. But there is always at least one thing in every piece of communication that indelibly brands the message, that defies any sprawl or flabbiness.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eTo begin with, your thing is a stern taskmaster. It has to work in all formats, from idents to pre-rolls to web pages, packaging and phone screens. For virtually everyone involved, it is \\u0022uninvented here\\u0022. So it demands that fragile egos co-operate, that we work collegiately, even with rival departments and agencies. That we don't plough our own furrow. After about a year, one of two things will happen. There will be a sudden moment of liberation, where your thing becomes liberating, acting as a catalyst for creativity. Or the tapestry will unravel. PR will go one way, social will go another (usually due to an amazing VOD deal), the ad agency will sulk and the experiential team will find an excuse to go to the Nordics.\\u00a0\\u003c\\\/p\\u003e\",\"quote\":\"Sadly, back in the real world, the trend seems very much in favour of deal-led ideas. And so we risk a sprawl of branded content, rather than the singular, coherent brand architecture that we set out to build in that now dusty PowerPoint presentation lurking somewhere on the planner's desk beneath his or her duffle coat.\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22STILL_041-1600x900%22,%22caption%22:%22%22,%22id%22:10839,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/still_041-1600x900\\\/%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2020\\\/08\\\/STILL_041-1600x900-1.jpg%22%7D\",\"blockId\":\"1V8OnA\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1V8OnA\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"That's the trouble with a thing. It's binary. You either have one or you're thingless. As an industry, our New Year's resolution should be to make advertising the home of things again. Otherwise the brands of tomorrow may look for their things elsewhere.\",\"blockId\":\"ZlgpP8\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZlgpP8\"} \/-->","post_title":"Does your brand have a... thing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"does-your-brand-have-a-thing","to_ping":"","pinged":"","post_modified":"2020-08-27 12:02:50","post_modified_gmt":"2020-08-27 11:02:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=11430","menu_order":0,"post_type":"news","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":11376,"post_author":"3","post_date":"2020-01-06 17:05:31","post_date_gmt":"2020-01-06 17:05:31","post_content":"<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22383977929%22%7D,%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22383978089%22%7D,%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22383978348%22%7D%5D\",\"arrow-controls\":true,\"blockId\":\"14eWX\",\"blockUniqueClass\":\"lazyblock-carousel-14eWX\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eIn 2019, Nationwide launched a new suite of three Later Life mortgage products coupled with dedicated advice for those aged 55 and above. In doing so, it was the first lender on the high street to offer a comprehensive package of mortgage options and advice for older borrowers.\\u003cbr \/\\u003e\\u003cbr \/\\u003eThe Later Life TV campaign launched with a series of 60 second adverts, which will be followed by shorter 30 second adverts. It comprises five films featuring a variety of voices in conversation from across the county that strike a heartfelt note about what it means to manage your finances as you get to retirement age and beyond, each telling a different story in their own words. From recently retired couples to widowers, each film is a glimpse into the real lives of people who are looking to continue to enjoy their later years without added financial hardships.\\u003cbr \/\\u003e\\u003cbr \/\\u003eIn addition to the TV advertising, this latest campaign will utilise a variety of other advertising and marketing channels including TV, press, digital banners as well as the Society\u2019s owned channels and forms part of our wider \u2018Voices Nationwide\u2019 campaign, which aims to celebrate people\u2019s lives and stories in their own words.\\u003c\/p\\u003e\",\"quote\":\"We have launched a new campaign for Nationwide aimed at highlighting the Society\u2019s suite of mortgage products available to support those in and approaching retirement.\",\"blockId\":\"Z2kGTKL\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z2kGTKL\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Real people filmed, unscripted, talking about their very real hopes and fears for financing their old age. Once again our Nationwide work manages to treat a very sensitive subject with warmth, wit, charm, emotion, and, most importantly, authenticity. I'm so proud of the team that work so hard to create such real, different and emotive work for such a wonderful brand. \",\"quotee\":\"Jim Thornton, Deputy Executive Creative Director at VCCP\",\"blockId\":\"Z2kiIe1\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z2kiIe1\"} \/-->","post_title":"Later life mortgages","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"later-life-mortgages","to_ping":"","pinged":"","post_modified":"2020-08-24 10:51:30","post_modified_gmt":"2020-08-24 09:51:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11376","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\/11624","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\/11"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=11624"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=11624"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}