{"id":14276,"date":"2021-11-08T15:48:40","date_gmt":"2021-11-08T15:48:40","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14276"},"modified":"2021-11-08T15:48:40","modified_gmt":"2021-11-08T15:48:40","slug":"julian-douglas-in-the-drum","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2021\/nov\/julian-douglas-in-the-drum","title":{"rendered":"Julian Douglas in The Drum"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-1ilgOi 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>In his latest column, IPA president Julian Douglas discusses how the ad industry can help solve recruitment issues in hospitality.<\/strong><\/p>\n<div id=\"articleContentBlock\">\n<p>The hospitality industry is the UK\u2019s fourth biggest employer. But it is experiencing chronic worker shortages, with over 188,000 hospitality vacancies. You might have noticed this if you\u2019ve found your favourite lunch spot isn\u2019t open of late. Research shows only one in five adults in the UK would consider a job in hospitality, and only two in five would recommend a job in hospitality to others.<\/p>\n<p>So for the next Think 10X initiative, part of my IPA President\u2019s Agenda, the best of the advertising industry is coming together to save our pubs and restaurants by creating a recruitment campaign to reframe and rejuvenate the sector before it\u2019s too late. The steaks couldn\u2019t be higher (sorry).<\/p>\n<p>This initiative is already showing great promise. Mark McCulloch, founder and chief executive of Supersonic Inc, has created a coalition called Hospitality Rising, made up of brands ranging from Pizza Express to Pret, Hawksmoor to Hilton Hotels and a whole host of small independents. They will provide the funding \u2013 what they need is a big idea that doubles the talent pool.<\/p>\n<h5><strong>The great renewal<\/strong><\/h5>\n<p>As we all know only too well, the talent crunch is impacting our industry too and much has already been written on the subject. Businesses are going it alone and fighting each other for an ever-smaller number of candidates, while other sectors are throwing huge sums of money at the talent available.<\/p>\n<p>Much is being said about The Great Resignation. What a waste of a term. The word \u2018resignation\u2019 is imbued with a sense of giving up. An accepting, unresisting attitude. Submission; acquiescence: \u2018to meet one\u2019s fate with resignation.\u2019<\/p>\n<p>This doesn\u2019t tally with the many people I\u2019ve met recently who are making the decision to change the job they do, the place they work or the country they live in. These people aren\u2019t giving up. Quite the opposite. They are making an active choice to do something different. So how about The Great Recalibration, or The Great Renewal? Or even The Great Renaissance?<\/p>\n<p>\u00a0<\/p>\n<\/div>        \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          We are all living through the biggest change in attitudes to work.          <cite>Julian Douglas, Vice Chairman and International CEO at VCCP<\/cite>        <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>We are all living through the biggest change in attitudes to work. Every industry is facing talent issues. And it\u2019s global. The tech-enabled possibilities out there are enormous. Meta, you might say. But like every industry, to build our tomorrow we need to fix our fundamentals today. Our role and the way we choose to fulfil it. The contribution we make to business and society at large, and how we are rewarded for it. How we discover, attract, develop and retain talent.<\/p>\n<h5><strong>Attraction and retention<\/strong><\/h5>\n<p>HGV drivers are reportedly getting \u00a360k. Starting salaries for lawyers are at \u00a3147k. Looking through the papers, it seems we\u2019re all working in the wrong industry. Work under way at the IPA shows there has been salary stagnation in advertising over the past 10 years, with pay rises not keeping up with inflation and in our December IPA Council meeting we will be discussing this as a key issue. We cannot compete in attracting the best talent if we fall so far behind competitive industries.<\/p>\n<p>Beyond the numbers, we may do well to reconsider our definition of wealth and reclaim its original meaning. Looking into the etymology of the word, Jeremy Williams finds it comes from the old English \u2018weal,\u2019 which means \u2018wealth, welfare and wellbeing.\u2019 By the 15th century it settled around the idea of possessions, riches and prosperity, leaving behind the original wider meaning of health and wellbeing.<\/p>\n<p>I believe reclaiming this original, more holistic interpretation of the word is crucial to taking on one of the greatest challenges we face \u2013 talent retention. A key step to addressing this is creating a culture of belonging and inclusivity in our industry.<\/p>\n<h5><strong>The iList 2022<\/strong><\/h5>\n<p>That is why I am delighted to see that one of my favorite programs at the IPA, the iList, is returning in 2022 supported by Accenture (entry for nominations is now open).<\/p>\n<p>With a playful nod to the somewhat old school and elitist A-list, the iList celebrates the 25 most inspirational, inclusive and irrepressible role models in our industry today.<\/p>\n<p>The iList was launched in 2019 to recognize and celebrate those leaders from all backgrounds and at all levels who are changing our industry for the better. These are the people who are truly promoting and driving a culture of belonging in the advertising industry by creating authentic, representative work or game-changing programs within their organizations or as part of industry initiatives.<\/p>\n<p>In keeping with my 10X Accelerate Opportunity agenda, we are turbo-boosting the impact we will make with this second iteration of the iList for 2022. So this time there will be more than just an award with a year-round program as we build a community of like-minded leaders and provide a platform to share best practices and innovative ideas to help others find solutions to their own D&amp;I concerns.<\/p>\n<p>You can enter yourself or nominate someone else and I urge you to do so. We are looking to highlight the real heroes who work tirelessly behind the scenes and to share stories that others can learn from, borrow, copy or incorporate easily. All levels are welcome and entry is free.\u00a0<a href=\"https:\/\/ipa.co.uk\/news\/ilist-2022\/\" target=\"_blank\" rel=\"noopener\">Even the act of completing the application will help in accelerating change to tackle one of our industry\u2019s greatest issues.<\/a><\/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-14276","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":{"ID":14278,"post_author":"57","post_date":"2021-11-08 15:47:16","post_date_gmt":"2021-11-08 15:47:16","post_content":"","post_title":"Julian Douglas","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"julian-douglas","to_ping":"","pinged":"","post_modified":"2021-11-08 16:03:02","post_modified_gmt":"2021-11-08 16:03:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=people&#038;p=14278","menu_order":0,"post_type":"people","post_mime_type":"","comment_count":"0","filter":"raw"},"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":14277,"id":14277,"title":"Dougie 2","filename":"Dougie-2.png","filesize":1752000,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2.png","link":"https:\/\/www.vccp.com\/uk\/news\/2021\/nov\/julian-douglas-in-the-drum\/attachment\/dougie-2","alt":"","author":"57","description":"","caption":"","name":"dougie-2","status":"inherit","uploaded_to":14276,"date":"2021-11-08 15:41:58","modified":"2021-11-08 15:41:58","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\/11\/Dougie-2-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Julian Douglas in The Drum","meta-description":"In his latest column, IPA president Julian Douglas discusses how the ad industry can help solve recruitment issues in hospitality.  The hospitality industry is the UK\u2019s fourth biggest employer. But it is experiencing chronic worker shortages, with over 188,000 hospitality vacancies. You might have noticed this if you\u2019ve found your favourite lunch spot isn\u2019t open of late. Research shows only one in five adults in the UK would consider a job in hospitality, and only two in five would recommend a job in hospitality to others.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/Dougie-2.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"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":{"ID":13219,"post_author":"44","post_date":"2021-04-28 14:19:30","post_date_gmt":"2021-04-28 13:19:30","post_content":"<!-- wp:lazyblock\/text-full-width {\"heading\":\"Introducing A new cross-industry collaboration to improve Black representation in marketing\",\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe marketing industry lacks Black representation, particularly in management and leadership roles.\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOne third of Black people believe their group is represented in a tokenistic way in the advertising that it creates.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs a result, marketing helps to perpetuate stereotypes and systemic bias. \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo tackle this,\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e a group of the world's largest advertisers and agency partners, supported by an advisory panel of industry experts, have come together to create \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBlack Representation In Marketing - or BRiM for short.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBRiM aims to harness the collective power of our industry to tackle the challenge of bringing more Black people into marketing and provide support systems to see them thrive. \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe focus of this cross-industry collaboration\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0is to create meaningful change at every level within the industry, moving us all from good intentions to meaningful actions.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe first phase of the BRiM initiative is the launch of a framework which features principles, commitments, and easy-to-access and use tools to help each of us implement real change. \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe framework is free for anyone to access via the Advertising Association\\u2019s \\u003c\\\/span\\u003e\\u003ca href=\\u0022https:\\\/\\\/adassoc.org.uk\\\/events\\\/brim\\\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewebsite\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe tools and principles included in it have been crowdsourced from across the industry, and aim to equip you, your clients and your partners with some simple steps to adopt to create real change and deliver fairer Black representation.\\u00a0 \\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAn agency CEO, for example, might share it with department heads to enlighten and empower their organisation; a creative director could use it to foster a sustainable supply chain of diverse partners; or a media specialist might use it to help them check where their work shows up.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBy joining the BRiM community, people commit to an ongoing and measurable journey to educate themselves and improve Black representation in marketing for the long term.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTogether, we can all bring about a positive change to create fairer Black representation in marketing. \\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"1QTpJx\",\"blockUniqueClass\":\"lazyblock-text-full-width-1QTpJx\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"I\\u2019m incredibly proud to be chairing BRiM, helping create tangible actions that lead to sustained and meaningful change for Black representation in marketing \\n\",\"quotee\":\"Julian Douglas, Chairman of VCCP, IPA President and BRiM\\u2019s Advisory Board Chair\",\"blockId\":\"Zh7pVG\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Zh7pVG\"} \/-->\n\n<!-- wp:lazyblock\/image-grid {\"bottom-right-image\":\"%7B%22alt%22:%22%22,%22title%22:%22HAA-x-BRIM-Social-assets3%22,%22caption%22:%22%22,%22id%22:13233,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13233%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/HAA-x-BRIM-Social-assets3.jpg%22%7D\",\"top-right-image\":\"%7B%22alt%22:%22%22,%22title%22:%22HAA-x-BRIM-Social-assets4-2%22,%22caption%22:%22%22,%22id%22:13235,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13235%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/HAA-x-BRIM-Social-assets4-2.jpg%22%7D\",\"left-tall-image\":\"%7B%22alt%22:%22%22,%22title%22:%22HAA-x-BRIM-Social-assets15%22,%22caption%22:%22%22,%22id%22:13236,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13236%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/HAA-x-BRIM-Social-assets15-scaled.jpg%22%7D\",\"blockId\":\"Z18wYz8\",\"blockUniqueClass\":\"lazyblock-image-grid-Z18wYz8\"} \/-->","post_title":"BRiM","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"brim","to_ping":"","pinged":"","post_modified":"2021-10-12 12:51:37","post_modified_gmt":"2021-10-12 11:51:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=13219","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14184,"post_author":"44","post_date":"2021-10-25 11:29:39","post_date_gmt":"2021-10-25 10:29:39","post_content":"<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22IMG_0659-Updated-5mb%22,%22caption%22:%22%22,%22id%22:14186,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14186%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/IMG_0659-Updated-5mb-scaled.jpg%22%7D%7D%5D\",\"blockId\":\"2fhL6T\",\"blockUniqueClass\":\"lazyblock-carousel-2fhL6T\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP has today announced the opening of a new office in the birthplace of the British creative industry, \\u003c\\\/span\\u003e\\u003cb\\u003eStoke-On-Trent\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. It becomes the agency\\u2019s first UK office outside London and reflects the challenger network\\u2019s ambition to open up and attract more diverse talent. In its initial phase, the office will function as an Academy with staff from VCCP London working to raise awareness, provide training, work experience, mentoring and paid internship schemes, with a future apprenticeship scheme set to launch next year.\\u00a0\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSet against a backdrop of recent art colleges and advertising school closures and a global pandemic which has exacerbated the situation, the pathway to the industry has become narrower with more and more opportunities being removed. People outside London are struggling to see advertising and media as a career option, especially those from low income areas or from diverse backgrounds.\\u00a0\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eStoke has o\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ene of the highest rates of economic deprivation, especially amongst black, Asian and minority ethnic communities. Within the creative industry, \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecities like Stoke are often overlooked in favour of Manchester or Leeds when setting up outside the South East.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOpen to people in Stoke and surrounding areas, \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP Stoke Academy \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewill tackle\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethree major recruitment barriers faced by the industry which include a lack of awareness of the creative industry as a potential career option, a dearth of pathways into entry level jobs around the country and the extremely high cost of moving to and living in London where most entry level job opportunities are to be found.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eVCCP Stoke Academy \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewill focus on three areas:\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cul\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eRaising awareness\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: promoting the industry as a viable career choice through a school outreach programme, providing work experience and inspire young adults through mentoring\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eImproving employability\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: Providing practical and industry specific work experience and increasing employment prospects of local young adults and students through paid summer internships for students in higher education in Stoke\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eJob preparation and creation\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: Creating extended training programmes and job opportunities for Stoke-based employees through Apprenticeship schemes for young adults seeking that first vital step on the career ladder\\u003c\\\/span\\u003e\\u003c\\\/li\\u003e\\n\\u003c\\\/ul\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Academy is the culmination of over 12 months\\u2019 work by a project group consisting of agency planners, creatives, HR and account management. Led by Chie\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ef Strategy Officer, Michael Lee and Executive Creative Director, Jim Thornton, the group also includes Senior Brand Planner, Luke Alexander-Grose, Lynsey Monroe, Learning \\u0026amp; Development Manager and Account Manager, Kenny Dada. The group spent time in Stoke building relationships with local schools, colleges and universities: S\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003etoke Sixth Form College, \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eStaffordshire University, Keele University and Staffordshire Chamber of Commerce, as well as the Council and the MP for Stoke North, Jonathan Gullis.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChief Strategy Officer at VCCP, Michael Lee explained:\\u003c\\\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWe\\u2019ve been concerned for some time about the increasingly narrow talent pool that we\\u2019re able to attract into an industry that we\\u2019re incredibly proud to belong to. Great creativity has always relied on being able to draw on a diverse group of people. Right now, because of the increasing socio-economic barriers to entry, we\\u2019re in danger of becoming quite a monocultural profession.\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWe wanted to find a way to remove barriers for people to enter the industry. But it was clear that even if we could solve the awareness problem, cost was still a massive obstacle for the vast majority who don\\u2019t live in London and don\\u2019t have access to financial support from their families to be able to start on entry-level wages. The easiest way to solve both problems for all the prodigiously talented young people in Stoke who could and should be working in our industry, was to set up a local base.\\u201d\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis summer VCCP trialled work experience programmes with Stoke Sixth Form College called \\u003c\\\/span\\u003e\\u003cb\\u003eThe VCCP Stoke Student Challenge 2021 \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand set up partnerships with Stoke-based creative industry businesses and social enterprise initiatives. This work experience programme was run for sixth-formers at the City of Stoke-on-Trent Sixth Form College, Stoke\\u2019s largest sixth form college with over 1700 students. It was devised in partnership with Geoff Willis, Director of Teaching, Learning and Assessment, and Naomi Baxter, \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTeacher of Creative Media \\u0026amp; CAP Futures Lead\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and was run by Luke Alexander-Grose and Kenny Dada at VCCP. 40 students formed 9 teams to compete in a six-week pitch style competition designed to give them opportunities to develop their strategic, creative and presentation skills. Weekly check-ins enabled teams to benefit from guidance and mentoring from VCCP strategy, production and creative teams, with a final presentation session in which two winners were selected for the Best Creative Idea and Best Film. Students were also assigned mentors to help them in the project and to help them understand what future roles they could apply for within the creative industry.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eNaomi Baxter, Course Leader at Stoke Sixth Form College said\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003cem\\u003e\\u0022The VCCP project enabled students to work collaboratively in researching, developing and creating an advertisement for a live brief. Students received excellent mentoring to guide their work and prepare them for a final pitch. The VCCP team challenged them to think bigger and aim higher with their work. The experience really helped widen their industry awareness and inspire their future career ambitions.\\u201d\\u003c\\\/em\\u003e\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBuilding on the success of the last 12 months, the Academy has set an ambitious target of engaging, inspiring and creating opportunities for more than 500 young people in the coming year. It will expand its successful \\u003c\\\/span\\u003e\\u003cb\\u003eStudent Challenge\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e over this academic year, adding two new local colleges: Stoke City College and Newcastle. VCCP Stoke Academy will also work with Staffordshire University to attract students into the summer internship programme based at their office space, whilst also giving guest lectures to students on Art \\u0026amp; Design and Digital Production courses.\\u00a0\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAlongside its education work, VCCP has also formed a partnership with Carse and Waterman, a local specialist in digital VFX and animation. Founded by two former Staffordshire University graduates, Gary Carse and Daniel Waterman, the animation agency works for eBay, Michelin and the BBC\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Stoke Academy will now share office space with Carse and Waterman in a refurbished old NatWest Bank building a few yards away from the famous old Spode pottery works.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e In the next few months, VCCP Academy will welcome existing employees to work part-time or permanently from the VCCP office and run the outreach and training schemes.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIn return, VCCP will support Carse \\u0026amp; Waterman\\u2019s social enterprise\\u00a0 called \\u003c\\\/span\\u003e\\u003cb\\u003eFramescape\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, a joint venture with filmmakers \\u003c\\\/span\\u003e\\u003cb\\u003ePlatinum Pictures\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, headed up by Richard Turner and Terry Stone, Daniel Waterman of Carse and Waterman and post-production outfit \\u003c\\\/span\\u003e\\u003cb\\u003eDreamscape Studios\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. Framescape aims to raise awareness of potential careers in VFX, animation and production amongst Stoke youngsters in exactly the same way the Stoke Academy will for Advertising Communications.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Academy will also work with Eric Gresswell, founder of \\u003c\\\/span\\u003e\\u003cb\\u003ePopcorn Learning Media\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to design a bespoke Apprenticeship scheme which will be run at the VCCP Stoke Academy and which aims to hire people within the subsequent 6 months. \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePopcorn Learning Media Limited, is a multi-award-winning digital learning agency specialising in the creation of digital learning courses, filmed video and animation. Established in 2015, the company operates out of offices in Stoke-on-Trent and Southampton and they already offer apprenticeships in level 3 Team Leader and level 5 Management and Leadership.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Group already has a successful existing paid internship scheme, called The Table which is an annual year long scheme which recruits for entry-level roles in Account Management at VCCP London, Good Relations and Snap LDN. Working with Staffs University and Keele University, The Table will be replicated in Stoke to provide early career opportunities.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP\\u2019s long-term ambition for the Academy is to convert it into a permanent office, which hires local staff, recruits from the early career schemes and also services local clients. \\u003c\\\/span\\u003e\\u003cb\\u003eExecutive Creative Director at VCCP, Jim Thornton \\u003c\\\/b\\u003e\\u003cb\\u003eexplained:\\u003c\\\/b\\u003e \\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWe\\u2019d love to be in a situation where we end up attracting other creative industry businesses\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e \\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto Stoke. Daniel Waterman and Richard Turner\\u2019s dream of revitalising the creative industry in Stoke is one we passionately believe in. But most excitingly, if we\\u2019re able to prove the success of this model in Stoke then we don\\u2019t see any reason why we couldn\\u2019t replicate it somewhere else, in fact anywhere where talent doesn\\u2019t get enough opportunity to work in our industry. \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe\\u2019d love to roll it out to other towns and cities, giving talented people greater choice about where they live and work.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cBut \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Stoke Academy isn\\u2019t just about finding and nurturing talent, it\\u2019s also about retaining it. Entry level talent are not the only ones who find having any kind of life in London unsustainable, the same is true for employees with young families. If we can turn the VCCP Stoke Academy into VCCP Stoke, a successful VCCP agency hub, then we will have a way to both support our existing talent who may want to live and work elsewhere, as well as attract those who want to move out of London but continue to work in our great industry.\\u201d\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"16LWk\",\"blockUniqueClass\":\"lazyblock-text-full-width-16LWk\"} \/-->","post_title":"VCCP opens an Academy in Stoke","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-opens-an-academy-in-stoke","to_ping":"","pinged":"","post_modified":"2022-03-01 14:13:47","post_modified_gmt":"2022-03-01 14:13:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14184","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/14276","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=14276"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=14276"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}