{"id":11662,"date":"2020-06-30T09:58:24","date_gmt":"2020-06-30T08:58:24","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=11662"},"modified":"2020-08-27T13:19:00","modified_gmt":"2020-08-27T12:19:00","slug":"performance-marketing","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2020\/jun\/performance-marketing","title":{"rendered":"Aidan Mark on Performance Marketing"},"content":{"rendered":"<div class=\"lazyblock-two-column-side-by-side-text-inline-image-button-BLYxh 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                        <h3>\n              Is your performance media really driving all of that performance? \n                          <\/h3>\n                        \n                        <div class=\"p\">\n              <p>Aidan Mark, our\u00a0Group Planning Director and Head of Effectiveness, shared 10 performance lenses that are positively influenced by brand building with Mediatel.\u00a0<\/p>\n<p>Check out the insightful piece\u00a0<a href=\"https:\/\/mediatel.co.uk\/news\/2020\/06\/30\/is-your-performance-media-really-driving-all-of-that-performance\/\">here<\/a>.<\/p>            <\/div>\n                        \n                      <\/div>\n\n        <\/div>        \n      <\/div>\n      \n    <\/div>\n\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":11,"template":"","categories":[191],"class_list":["post-11662","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"capability_ids":[],"client_id":"","websites_to_publish":[],"author":false,"hero_video":"","hero_image":{"ID":11658,"id":11658,"title":"performance marketing","filename":"performance-marketing-1.jpg","filesize":85809,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1.jpg","link":"https:\/\/www.vccp.com\/uk\/?attachment_id=11658","alt":"","author":"11","description":"","caption":"","name":"performance-marketing-2","status":"inherit","uploaded_to":11657,"date":"2020-08-20 08:47:14","modified":"2020-08-20 08:47:14","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\/performance-marketing-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1-1152x720.jpg","Square-width":768,"Square-height":480,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1-768x720.jpg","Tall-width":307,"Tall-height":288,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-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\/performance-marketing-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\/performance-marketing-1-384x720.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":576}},"meta-title":"Aidan Mark on Performance Marketing","meta-description":"Is your performance media really driving all of that performance?","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/performance-marketing-1.jpg","news_id":"191","relateditems":[{"relateditem":{"ID":11649,"post_author":"7","post_date":"2020-06-24 17:14:15","post_date_gmt":"2020-06-24 16:14:15","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eCampaign have launched a brilliant new series called 'Hot Take', and the inaugural episode features our Head of Innovation, Peter Gasston.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIn it, Peter discusses the future of social media and e-commerce, focussing in particular on Snapchat's new micro-apps feature.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eMake sure you check out the full video on the link\\u00a0\\u003ca href=\\u0022https:\\\/\\\/www.campaignlive.co.uk\\\/article\\\/hot-take-snap-minis-part-social-media-ecommerce-revolution\\\/1687467\\u0022\\u003ehere\\u003c\\\/a\\u003e.\\u00a0\\u003c\\\/p\\u003e\",\"quote\":\"Snap Minis are part of the social media ecommerce revolution\",\"blockId\":\"Z1qvGit\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1qvGit\"} \/-->","post_title":"Peter Gasston in Campaign's new 'Hot Take' series","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"hot-take-with-peter","to_ping":"","pinged":"","post_modified":"2020-08-27 16:39:42","post_modified_gmt":"2020-08-27 15:39:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=11649","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11674,"post_author":"7","post_date":"2020-06-29 10:09:00","post_date_gmt":"2020-06-29 09:09:00","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eNon-essential shops have reopened. Premier League football has kicked off, albeit behind closed doors. Pubs are dusting down their glasses. Hairdressers sharpening their scissors. Office doors warily reopening.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eWe are miles from how things used to be and, of course, we\\u2019ll never quite go back there again. But some of the old patterns are beginning to re-emerge and it\\u2019s natural to find reassurance in them.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eExcept we all know that this isn't it. This isn't really the beginning of a new normal, but the beginning of an immunology waiting game. A game that ends only when a vaccine is found. Only then will new patterns of normality be able to truly establish themselves. Until then, we are improvising in a waiting room off the main event.\\u003c\\\/p\\u003e\",\"quote\":\"And so the return to a much-trailed new normality begins\",\"blockId\":\"Za2vYd\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Za2vYd\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Europening%20artwork%203%20(1)%22,%22caption%22:%22%22,%22id%22:11676,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/news\\\/2020\\\/06\\\/this-is-our-great-interregnum\\\/attachment\\\/europening-artwork-3-1\\\/%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/Europening-artwork-3-1.jpg%22%7D\",\"blockId\":\"Z298FDX\",\"blockUniqueClass\":\"lazyblock-image-full-width-Z298FDX\"} \/-->\n\n<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button {\"items\":\"%5B%7B%22text%22:%22%3Cp%3EPandemics%20come%20in%20many%20forms.%20Of%20the%2040%20biggest%20contagions%20in%20the%20past%202,000%20years,%20Coronavirus%20the%20Third%20(after%20Sars%20and%20Mers)%20is%20unlikely%20to%20get%20far%20into%20the%20top%2020.%20It%E2%80%99s%20probably%20a%20few%20places%20above%20the%20Asian%20flu%20pandemic%20of%201957-58%20that%20reportedly%20caused%20about%2033,000%20excess%20deaths%20in%20the%20UK%20and%20a%20global%20death%20toll%20of%201.1%20million.%20The%20toll%20might%20have%20been%20far%20greater%20in%20the%20UK,%20but%20a%20vaccine%20was%20found%20relatively%20quickly%20and%20was%20speedily%20administered%20by%20our%20brilliant%20NHS.%3C\\\/p%3E%5Cn%3Cp%3ESo,%20although%20the%20damage%20caused%20by%20Covid-19%20is%20colossal,%20its%20fatality%20rate%20is%20not%20on%20the%20same%20scale%20as%20the%20Antonine%20Plague,%20the%20Plague%20of%20Justinian,%20the%20Black%20Death,%20the%20American%20plagues,%20Spanish%20flu%20or%20HIV\\\/Aids.%20It%20is%20closer%20in%20scale%20to%20the%20outbreak%20of%201957-58.%3C\\\/p%3E%22%7D,%7B%22text%22:%22%3Cp%3ETo%20say%20we've%20seen%20worse%20is%20hardly%20any%20consolation,%20but%20it%20does%20mean%20that%20we%20can%20find%20coping%20mechanisms%20and%20workarounds%20in%20order%20to%20get%20the%20economy%20moving%20again.%20And%20this%20is%20how%20it%20will%20be%20during%20the%20waiting%20game,%20during%20the%20hiatus,%20during%20what%20historians%20once%20termed%20the%20Great%20Interregnum%20(describing%20the%20gap%20between%20the%20death%20of%20one%20holy%20Roman%20emperor%20and%20the%20accession%20of%20the%20next).%3Cbr%20\\\/%3E%3Cbr%20\\\/%3EOnly%20this%20time%20around,%20instead%20of%20describing%20a%20gap%20between%20two%20reigns,%20today's%20interregnum%20will%20measure%20the%20gap%20between%20Covid-19%20being%20brought%20largely%20under%20control%20and%20it%20being%20eliminated%20altogether%20%E2%80%93%20allowing%20us%20to%20shop,%20fly,%20socialise,%20congregate%20and%20celebrate%20in%20the%20ways%20we%20did%20before,%20if%20we%20so%20choose.%3C\\\/p%3E%22%7D%5D\",\"blockId\":\"1fJXjC\",\"blockUniqueClass\":\"lazyblock-two-column-side-by-side-text-inline-image-button-1fJXjC\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eFirst, for the indefinite future, (probably into early 2021), we must continue doing what we've been doing for the past 100 days; improvising, responding and adapting to events as best we can. We have to accept that it is business as unusual and that we will need to be agile, proactive and responsive as a result.\\u00a0\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eThere is, however, a limit to how long such tactical agility can sustain a brand. This is where the great paradox of the great interregnum comes in. Because, alongside the many ad-hoc, fast-turnaround projects occupying us right now, it is vital that we are even more preoccupied by the fundamentals, that we have an even steadier eye on the future. Put simply, we musn't let long-term brand strength become the hostage of highly necessary, but inevitably short-term, crisis management.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eOne way to avoid this trap is to imagine we're developing our strategies in an ideal world, devoid of crisis. In such a world, although our systems may vary at the margins, they're all likely to share a three- to five-year horizon and they will all address, in one way or another, the three Fs of fame, fluency and feeling.\\u00a0\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eIt is, perhaps, the first F that can be the earliest casualty of short-termism. It\\u2019s easy to become risk-averse in times of adversity; it\\u2019s even sometimes tempting to take refuge within the status quo rather than try to shatter it.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eIt is easy, also, to forget the true enemy for our end product; an enemy that will only get more ferocious with time. That enemy is indifference. The world does not owe our advertising its attention and it is getting better at editing us out. We must fight harder and harder to get noticed, to drive word of mouth, to gain social currency. And our chief weapon in this fight is famous work. Work that cuts through, that sings out, that people love.\\u00a0\\u003c\\\/p\\u003e\",\"quote\":\"So what are the implications for brands during this great interregnum?\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Europening%20artwork%202%20(1)%22,%22caption%22:%22%22,%22id%22:11675,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=11675%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/Europening-artwork-2-1.jpg%22%7D\",\"blockId\":\"16XT2z\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-16XT2z\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eWhen we look back on the great interregnum, the hallmark of the really smart brands won't be found in the way they handled the crisis (although they will have done this impeccably). It will be found in the way they were already looking far beyond it.\\u003c\\\/h4\\u003e\",\"blockId\":\"ZTsub7\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZTsub7\"} \/-->","post_title":"This is our great interregnum","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"this-is-our-great-interregnum","to_ping":"","pinged":"","post_modified":"2020-08-27 16:38:37","post_modified_gmt":"2020-08-27 15:38:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=11674","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11647,"post_author":"11","post_date":"2020-06-19 17:11:00","post_date_gmt":"2020-06-19 16:11:00","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eHattingley Valley is one of the most respected producers of English sparkling wines in the country, with wines recognised in competitions across the globe. To celebrate its 10-year anniversary, Hattingley wished to take a brave move to invest in something new and different, to appeal to a broader audience. The winery decided to seize the opportunity to capitalise on affordable media options presented to them during this current time, by launching its first ever TV campaign in the UK, in partnership with SKY.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eGareth Maxwell, commercial director at Hattingley Valley, said: \\u201cWe felt the team at VCCP Media immediately understood what we are planning to do both from a strategic and commercial perspective. Their strong entrepreneurial spirit demonstrated that we are all aligned for success. Coinciding with our 10th anniversary, they have positively challenged us to get the right media mix and produced considered plans for our launch to mainstream media in the UK, to promote and support the hospitality industry locally\\u201d.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eTara Marus, joint CEO at VCCP Media, commented: \\u201cWe are really excited to be launching Hattingley Valley in to the UK market with the first ever TV spot for an English producer. Working with their innovative and passionate team, as a Challenger brand with challenger spirit, they really do epitomise the type of brand we love to work with\\u201d.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eThe TV Spot was made in-house at Hattingley Valley and launched on the 18th June across Sky News, Comedy Central, Sky Witness, Sky Documentaries, Sky 1, Food Network, Fox, Sky Arts and TLC.\\u00a0\\u003c\\\/p\\u003e\",\"quote\":\"VCCP Media has been appointed to handle all media planning, buying and brand partnerships for English sparkling wine producer Hattingley Valley.\",\"blockId\":\"r5tJW\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-r5tJW\"} \/-->","post_title":"VCCP Media Win Hattingley Valley","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"hattingley-valley-win","to_ping":"","pinged":"","post_modified":"2020-08-28 14:42:54","post_modified_gmt":"2020-08-28 13:42:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=11647","menu_order":0,"post_type":"news","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\/11662","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=11662"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=11662"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}