{"id":14172,"date":"2021-10-18T10:48:47","date_gmt":"2021-10-18T09:48:47","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14172"},"modified":"2021-10-18T10:50:43","modified_gmt":"2021-10-18T09:50:43","slug":"charles-vallance-in-campaign","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2021\/oct\/charles-vallance-in-campaign","title":{"rendered":"Funnel Vision"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-orMg2 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        <p><strong>Originally published in\u00a0<em>Campaign UK.<\/em><\/strong><\/p>\n<p><span style=\"font-weight: 400\">Is your funnel top heavy, bottom heavy, or perfectly proportioned? This question has come to dominate budget discussions, almost more than raw value for money.<\/span><\/p>\n<p><span style=\"font-weight: 400\">And there is a good reason for our funnel fixation. There has always been a balance between top-of-funnel brand building and bottom-of-funnel trading. However, the tech-driven delta between the two has widened dramatically over recent years. Nowadays, if you get the balance wrong you could be wasting millions (or worse, you may actively be damaging your brand). Get it right and you have successfully mastered the most complex and intermeshed media matrix that has ever confronted the marketing community.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The upside of this new complexity is the prospect of unprecedented levels of roi for those marketers canny enough to avoid its various pitfalls. That&#8217;s because we live in a world that has long superseded Marshall McLuhan&#8217;s dictum of the medium being the message. Now, the medium isn&#8217;t simply the message, it can also be the sale.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This is what makes funnel optimisation so critical and so lucrative. People can see your ad, respond to it and transact from it all at the same time, on the same screen in the same controlled ecosystem. And this transactional element is by no means limited to digital or streamed services and products. With the right media mix you can sell out of an analogue product from an analogue location in minutes without customers moving more than their index finger. Fashion houses have been harnessing this dynamic for years through pre-sales and fashion drops. And these are simply a microcosm of the wider e-commerce system. The medium is becoming far more than the message. The medium is becoming the market.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This marketisation of media has inevitably prompted a gold rush in &#8216;Performance Marketing&#8217;. I use inverted commas because not all performance marketing quite deserves to be described as such (for more details see my Campaign column, February 2020). But the gold rush has happened all the same because of the apparent accountability of bottom-of-the-funnel media. This impression of accountability has been fortified by the fact that &#8216;performance&#8217; media is inherently measurement-friendly. In contrast to slightly woolly terms like brand imagery, affinity, consideration and attractiveness, there is something more scientific in the language <\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">of click-through and conversion rates, content scoring, re-versionability, hyper targeting, test and learn, programmatic, unique users etc etc.<\/span><\/p>\n<p><span style=\"font-weight: 400\">All this can lead to pressure for the funnel to become inverted. For money to drop from the top to the bottom, from the long term to the short term, from strategy to tactics. Any brand that aims to be universally admired succeeds in resisting this pressure. That&#8217;s because it&#8217;s always best to be bought, not sold. The most valuable marketing investment creates a predisposition towards your brand. It creates lasting preference and affinity, paying off in the long term rather than in short lived sales blips that can mask an underlying erosion of equity.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Of course, there will always be a need to invest in hard-working performance and trade marketing. Inventory will always need shifting. Price (although only one third of the value equation) will need promoting. At given moments, the investment may even exceed 50% of budget and the funnel will be inverted. We are coming up to one such moment in the Black Friday discount derby. But for most of the year, in most categories, the balance should lean in favour of long-term brand building, where the funnel goes from wide to narrow.<\/span><\/p>\n<p><span style=\"font-weight: 400\">I&#8217;m conscious that, in making this case, it may seem like I have an axe to grind in favour of big brand budgets. I don&#8217;t.\u00a0 My argument is purely commercial. There is plenty of econometric evidence to suggest that (in most categories) performance marketing budgets should hover somewhere between 25-45% of total investment, and that anything more will show diminishing returns. But inefficiency is only part of the risk. The far greater risk is that the viability of your brand is compromised. That the magic balance between being bought and being sold is fractured. That continuous budget trade offs result in having no brand off which to trade.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","categories":[191],"class_list":["post-14172","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"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"},"capability_ids":["988"],"client_id":"","hero_video":"","hero_image":{"ID":13855,"id":13855,"title":"Charles Vallance Socials","filename":"Charles-Vallance-Socials.png","filesize":2307607,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials.png","link":"https:\/\/www.vccp.com\/uk\/news\/2021\/jul\/modern-and-ancient\/attachment\/charles-vallance-socials","alt":"","author":"54","description":"","caption":"","name":"charles-vallance-socials","status":"inherit","uploaded_to":13770,"date":"2021-08-03 11:48:13","modified":"2021-08-03 11:48:13","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Funnel Vision - Charles Vallance in Campaign Magazine","meta-description":"Is your funnel top heavy, bottom heavy, or perfectly proportioned? This question has come to dominate budget discussions, almost more than raw value for money.  And there is a good reason for our funnel fixation. There has always been a balance between top-of-funnel brand building and bottom-of-funnel trading.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Charles-Vallance-Socials.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":13791,"post_author":"54","post_date":"2021-07-23 19:03:48","post_date_gmt":"2021-07-23 18:03:48","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eNearly 15 years after the invention of the smartphone, we may have reached our peak screen threshold, writes \\u003cstrong\\u003eCharles Vallance\\u00a0\\u003c\\\/strong\\u003ein\\u00a0\\u003cstrong\\u003eWARC.\\u003c\\\/strong\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe ad industry is famously sensitive to downturns. As soon as sales begin to drop, one of the quickest (if short-sighted) economies a finance director can make is to raid the marketing budget. The only consolation for ad folk is that the advertising sector is also one of the first beneficiaries of an upturn.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe pandemic has proved no exception to the down\\\/up pattern of advertising in an economic cycle (though hopefully the pattern is rather more V-shaped than usual). There is pent-up demand out there, and advertisers are queuing up to harness it. Media inflation is back, and so are the big, celebratory ad campaigns.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eGiven this sense of an upswing, it is perhaps worth asking what, if anything, has changed for advertising since the start of the pandemic? It's a massive question, and worthy of several articles. But, to cut a very, very long story short, the advertising fundamentals will endure. Bill Bernbach's theory of 'unchanging man' will still apply. Advertising will still be addressing the same primary motivations: our desire to care, to make the right choices and thus to belong, succeed and be admired.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThat said, I think we'll look back on the early part of this decade and notice one very significant change in the nature of communication. And it is a change that has undoubtedly been accelerated by the pandemic. This change is not about the logistics of our material lives, whether we'll commute less, side hustle more, or all live in Cornwall. Arguably it is more fundamental. Because it is a change in the way we appreciate the world and consume media. A change which has seen a pronounced shift in the balance of power between our viewing lives and our listening lives.\\u003c\\\/p\\u003e\\n\\u003ch3\\u003e\\u003cstrong\\u003eThe rise of the ear\\u003c\\\/strong\\u003e\\u003c\\\/h3\\u003e\\n\\u003cp\\u003eThe eye so dominates perception that it is easy to overlook the dramatic rise of audio culture. In saying this, I am not for a moment claiming that the 'rise of the ear' is somehow displacing or diminishing the way we see and view things. The eye will remain all-powerful. Nevertheless, over recent years the ear has made some remarkable advances.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eConsider, for a moment, life before Spotify and streaming music. Before podcasts. Before smart speakers. Before Alexa. Before Siri. Before Google voice. Before audio-books. Before Headspace. Before airPods, earbuds, Beats or Sonos. Before, TuneIn, Radioplayer, myTuner et al.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIn many ways, these are merely warm up acts for the audio ascendancy. TikTok has spearheaded the rise of sound in the formally visual and verbal world of social media. Clubhouse, Locker Room, Spatial and, most recently, Twitter Spaces are building on this success. Facebook is following with a suite of audio services, whilst Slack will soon be introducing audio features to its project management software. Our ears have never had it so good.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThere are many explanations for the audio resurgence, some social, some technological, some cultural. The simplest explanation of all is that, nearly 15 years after the invention of the smartphone, we may have reached our peak screen threshold. Indeed, due to so much remote working over the last year, we may have actually exceeded it. Listening is less mentally demanding than looking at a screen, our minds are freer and we are spared the visual pressure, the 'perfection fatigue' that has been stoked by social media. Everyone has a face for radio.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eHistorically, the ad industry has focused on brand imagery, how a brand looks, how it presents itself, its aesthetics and identity. These remain vital ingredients for success. But success in the future will demand more than these visual elements. Leading brands will also learn how to compete when our eyes are shut or not looking. A brand's soundscape and tone of voice will become increasingly important.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eAudio-branding is already something of a buzzword in adland. But we have a long way to go before we can hear brands as clearly as we can picture them. For advertisers and their agencies this is the next frontier. Ear we go.\\u003c\\\/p\\u003e\",\"blockId\":\"Z1uofK1\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1uofK1\"} \/-->","post_title":"Ear we go: The audio-branding opportunity","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ear-we-go-the-audio-branding-opportunity","to_ping":"","pinged":"","post_modified":"2021-07-23 19:03:49","post_modified_gmt":"2021-07-23 18:03:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=13791","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":13805,"post_author":"54","post_date":"2021-07-29 12:57:11","post_date_gmt":"2021-07-29 11:57:11","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003e'Don't Duck It'\\u2014 VCCP Vice Chairman, IPA President and BRiM Chairman Julian Douglas' Message on Industry Assault and Harassment. \\u003c\\\/strong\\u003e\\u003cstrong\\u003eInterviewed by Stephen Lepitak for \\u003cem\\u003eAdweek.\\u003c\\\/em\\u003e\\u003c\\\/strong\\u003e\\u003c\\\/p\\u003e\\n\\u003cp class=\\u0022p2\\u0022\\u003eBritish agency membership body the\\u00a0\\u003cspan class=\\u0022s1\\u0022\\u003eInstitute of the Practitioners of Advertising\\u003c\\\/span\\u003e\\u00a0(IPA) has a recently installed president, and in Julian Douglas they have someone who is straight speaking and realistic about the issues ahead following the impact of the pandemic. More importantly, Douglas is also vocal in the continuing battle to stamp out sexual assault and harassment faced by women in the industry.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe advertising sector has so many problems to face, which is why Douglas, who also serves as vice-chair of agency VCCP, has chosen \\u201cincrementalism\\u201d as his \\u201cenemy\\u201d to battle during his 2-year term.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eDouglas, who was named the successor of Nigel Vaz at the IPA, chose to deliver his inaugural address to the British industry from his hometown of Manchester, despite the country being under complete lockdown at the time, allowing him to show his pride in his roots as well as making the point that there was more to the U.K. than London.\\u003c\\\/p\\u003e\\n\\u003cdiv class=\\u0022ad-div-m10-mobile-wrapper gpt-wrapper mobile-ad postup-adweek-whitelist\\u0022\\u003e\\n\\u003cdiv id=\\u0022ad-div-m10-mobile\\u0022\\u003e\\n\\u003cdiv class=\\u0022htl-ad-wrapper ad-unit-m1\\u0022\\u003e\\n\\u003cdiv id=\\u0022htlad-2\\u0022 class=\\u0022htl-ad aw-ad-unit-m1\\u0022 data-unit=\\u0022adweek\\\/agencies\\u0022 data-targeting=\\u0022{\\u0026quot;pos\\u0026quot;:\\u0026quot;m1\\u0026quot;}\\u0022 data-prebid=\\u0022Adweek_M1\\u0022 data-sizes=\\u00220x0:300x250,300x600|850x0:\\u0022 data-eager=\\u0022\\u0022\\u003e\\u003cspan style=\\u0022font-size: inherit;font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif\\u0022\\u003eIn an interview with Adweek, he explains the reason for choosing \\u201cincrementalism\\u201d to focus on, having read the previous agendas from other presidents and deciding that he saw the same themes coming through around improving industry perception, trust in advertising and diversity.\\u003c\\\/span\\u003e\\u003c\\\/div\\u003e\\n\\u003c\\\/div\\u003e\\n\\u003c\\\/div\\u003e\\n\\u003c\\\/div\\u003e\\n\\u003cp\\u003e\\u201cThere are these perennial problems that have always been there\\u2026 I think we know what the issues are in within the industry and whatever we\\u2019ve done so far, a lot of brilliant things have been done by people way better than me\\u2026 the progress overall has been glacial,\\u201d he says. He adds that during the Covid-19 lockdown he began to believe that now was \\u201cthe biggest opportunity\\u201d to create change.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eWith the digital acceleration experienced by society during the pandemic, Douglas saw 10 years of technology adoption take place in the space of 10 weeks, during which he even saw himself talking to his parents through Facebook Portal and saw them using Google Pay to pay for groceries. But having seen the advertising industry overcome arguably its greatest challenge, he\\u2019s now questioning why it\\u2019s been unable to overcome the same issues it has faced for years.\\u003c\\\/p\\u003e\\n\\u003ch4\\u003e\\u003cstrong\\u003eA can-do attitude\\u003c\\\/strong\\u003e\\u003c\\\/h4\\u003e\\n\\u003cp\\u003e\\u201cFor me, there was a sense of \\u2018let\\u2019s just get on with it,\\u2019 so let\\u2019s bottle up some of that spirit, that can-do attitude that we\\u2019ve all proven that we can do collectively, we\\u2019ve all changed our entire way of work our way of life,\\u201d he continues, asking why the industry hasn\\u2019t moved forward if it was able to achieve so much during the pandemic.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u201cAt that rate of change, the improved number of Black people in C-suite positions will probably happen by 2080. Ridiculous.\\u201d\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eAs an example, the self-described optimist also reveals that since he made his inaugural speech, the IPA has increased the numbers who have joined\\u00a0the IPA MBA Essentials, a short online program set up by his predecessor to introduce more people to advertising and increase the value of the industry 10-fold after a \\u201cpitiful\\u201d initial response.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eDouglas also believes the pandemic has forced \\u201ca new age of collaboration\\u201d across the industry, something he wants to encourage by bringing industry bodies together to talk.\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eHe is also part of\\u00a0Black Representation in Marketing\\u00a0(BRIM), a cross-industry collaboration to create meaningful change at every level and improve Black representation.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u201cPeople do want to change, but that has to happen from the top,\\u201d he states, adding that at VCCP he had witnessed younger staff members being \\u201cextremely active\\u201d in demanding more change happen. \\u201cThey are willing to put their shoulder to the wheel to do stuff about it.\\u201d\\u003c\\\/p\\u003e\\n\\u003cp\\u003ePitching and talent retention are other concerns of the industry, with Douglas believing that clients must take more responsibility when reviewing, while the industry needs to unite to drive change rather than operate individually.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u201cIf you can get the big advertisers to say \\u2018okay, we will reserve the right to pitch and have a roster\\u2019 then once you\\u2019re on a roster, you don\\u2019t have to pitch again.\\u2019 I want to get there but I haven\\u2019t got the answer on this one\\u2026 but that has to be a collective effort.\\u201d\\u003c\\\/p\\u003e\\n\\u003ch4\\u003e\\u003cstrong\\u003eTalent retention\\u003c\\\/strong\\u003e\\u003c\\\/h4\\u003e\\n\\u003cp\\u003eHis top priority however is talent. With an eye on the growing interest by advertisers in\\u00a0gaming, he hopes the industry can become more attractive to young recruits who might view it as an industry they can move into and work with brands on developing campaigns in the gaming field.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u201cIf you grow up wanting to make stuff, well, you can do it all day, because you love it and you can get paid for that. And we can help train you up and make sure you don\\u2019t get ripped off.\\u201d\\u003c\\\/p\\u003e\\n\\u003cdiv class=\\u0022ad-div-m50-mobile-wrapper gpt-wrapper mobile-ad postup-adweek-whitelist\\u0022\\u003e\\n\\u003cdiv id=\\u0022ad-div-m50-mobile\\u0022\\u003e\\n\\u003cdiv class=\\u0022htl-ad-wrapper ad-unit-m5\\u0022\\u003e\\n\\u003cdiv id=\\u0022htlad-12\\u0022 class=\\u0022htl-ad aw-ad-unit-m5\\u0022 data-unit=\\u0022adweek\\\/agencies\\u0022 data-targeting=\\u0022{\\u0026quot;pos\\u0026quot;:\\u0026quot;m5\\u0026quot;}\\u0022 data-prebid=\\u0022Adweek_M5\\u0022 data-sizes=\\u00220x0:300x250|850x0:\\u0022 data-eager=\\u0022\\u0022\\u003e\\u003cspan style=\\u0022font-size: inherit;font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif\\u0022\\u003eHe admits that salary is another issue that is driving younger talent out of the industry but cites the obvious solution of paying people more when the margins are already \\u201cso small\\u201d as another issue that needs \\u201ccollective thinking.\\u201d He adds that \\u201cit\\u2019s not just about money,\\u201d acknowledging that working conditions must improve while making employees feel rewarded.\\u003c\\\/span\\u003e\\u003c\\\/div\\u003e\\n\\u003c\\\/div\\u003e\\n\\u003cdiv data-unit=\\u0022adweek\\\/agencies\\u0022 data-targeting=\\u0022{\\u0026quot;pos\\u0026quot;:\\u0026quot;m5\\u0026quot;}\\u0022 data-prebid=\\u0022Adweek_M5\\u0022 data-sizes=\\u00220x0:300x250|850x0:\\u0022 data-eager=\\u0022\\u0022\\u003e\\n\\u003cp\\u003e\\u201cYour wellbeing is absolutely crucial and that is part of the full package.\\u201d\\u003c\\\/p\\u003e\\n\\u003cp\\u003eAnd one of the more alarming but prescient industry issues continues to be\\u00a0numerous tales of harassment and assault, which is seemingly widespread and has been for decades. Douglas does not avoid the conversation and takes the invitation to send a message to IPA member agencies: \\u201cDon\\u2019t duck it!\\u201d\\u003c\\\/p\\u003e\\n\\u003cp\\u003eHe advises agencies to create safer environments internally or work with industry organizations such as charity NABS or the IPA to have those conversations. And so that those who are affected have somewhere to turn that they can trust.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u201cIt is also important it is on the agenda of the management team and that the management team talks about it. At VCCP we talk about it a lot.\\u201d\\u003c\\\/p\\u003e\\n\\u003cp\\u003eHe advises people not to be afraid to address issues, including\\u00a0conversations around race, simply because they feel uncomfortable.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u201cThe most important thing is to take it on and create a safe space for everyone to talk about it,\\u201d he says before adding his thoughts of anyone involved in criminal behaviour. \\u201cWe should find them and sling them out and get them in front of the police,\\u201d he vents in a moment of clear frustration.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eHis reasoning for the lack of movement on the problem is \\u201ca paralysis\\u201d by the industry in knowing how to deal with it. But it begins by acknowledging it and addressing it, Douglas states.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u201cThere are multiple bodies who are there either for the people in the organization or for management, but you\\u2019ve got to put it as an absolute priority on your agenda. And you know, we got to sort that sort of stuff out.\\u201d\\u003c\\\/p\\u003e\\n\\u003c\\\/div\\u003e\\n\\u003c\\\/div\\u003e\\n\\u003c\\\/div\\u003e\",\"quote\":\"Let\\u2019s bottle up some of that spirit, that can-do attitude that we\\u2019ve all proven that we can all do collectively.\",\"quotee\":\"Julian Douglas, Vice Chairman of VCCP, IPA President and BRiM Chairman\",\"blockId\":\"28XEaD\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-28XEaD\"} \/-->","post_title":"Julian Douglas in Adweek","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"julian-douglas-message-on-industry-assault-and-harassment-in-adweek","to_ping":"","pinged":"","post_modified":"2021-07-29 13:39:18","post_modified_gmt":"2021-07-29 12:39:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=13805","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":false}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/14172","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\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=14172"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=14172"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}