{"id":14377,"date":"2021-12-14T10:22:06","date_gmt":"2021-12-14T10:22:06","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14377"},"modified":"2021-12-14T10:22:06","modified_gmt":"2021-12-14T10:22:06","slug":"dougie-in-the-drum-advertisings-progress-in-2021","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2021\/dec\/dougie-in-the-drum-advertisings-progress-in-2021","title":{"rendered":"Dougie in The Drum: Advertising&#8217;s progress in 2021"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-1itRQM 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>After a crucial 12 months for the advertising and marketing industry, IPA president and international CEO and vice-chairman of VCCP Julian Douglas looks back and considers the year\u2019s wins and losses.<\/strong><\/p>\n<div id=\"articleContentBlock\">\n<p>Back in March, I launched my 10X Accelerate Opportunity agenda at the IPA. I set out a challenge to make incrementalism our enemy. To seize this discontinuous moment and finally tackle some of the long-standing issues we face as an industry and society at large. So, to see how we performed in this first year, here is my 2021 end of year 10X report.<\/p>\n<p>2021 was the year that started with the schools closing on the very first day of term, dealing advertising industry parents and carers the difficulty of juggling the day job with homeschooling at zero notice.<\/p>\n<p>It was the year that the ad industry went back to school too. Making the best of a challenging time in lockdown, we saw record numbers of people signing up for courses at the IPA. We launched our D&amp;I qualification in January 2021 and it has been the most successful IPA qualification launch of all time with over 800 people studying in its first year. Top marks.<\/p>\n<\/div>\n<p>There was a massive acceleration in the number of people completing the IPA Excellence Diploma in Business, delivered by LSE (MBA Essentials). So much in fact, that we went way beyond the target of 10 times the total uptake of 2020, instead seeing over 20 times as many people taking the course.<\/p>\n<p>In partnership with the Advertising Association, we launched a new qualification in November, in line with COP26, to help the industry hit AdNetZero by 2030. We took 140 bookings in the first fortnight, demonstrating the high level of commitment to grow our understanding and embed sustainable goals into our work and working practices.<\/p>\n<p>19 agencies were awarded IPA Effectiveness Accreditation, leading the way by demonstrating their effectiveness culture. Congratulations to Anything is POssible, BBH, DentsuX, Hunterlodge Advertising, Leo Burnett, MediaCom, Medialab Group, MG OMD, Running Total, Talon Outdoor, The Corner, The Kite Factory, The&amp;Partnership and m\/Six, The7Stars, True, True B2B, VCCP, Wunderman Thompson and Zenith.<\/p>\n<p>With a fantastic Growth Conference and Effweek to boot, this has been a brilliant industry performance in extremely difficult circumstances.<\/p>\n<p>This year the industry finally got into gaming and the world went Meta. We saw huge advances and rapid increases in the adoption of virtual production as shoots continued to be impacted by lockdowns. As agencies better understand and explore the opportunities it affords we can expect to see the benefits in output as well as environmental impact in the year ahead.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>The third and final aspect of my 10x agenda is a series of experiments to prove the hypothesis that advertising\u2019s powers of insight, creativity and collaboration better equips it than the purely logic-minded consultants to tackle the biggest societal issues.<\/p>\n<p>The first of the Think 10X experiments brought together\u00a0<a href=\"https:\/\/www.thedrum.com\/opinion\/2021\/09\/10\/advertising-talent-must-collaborate-take-national-emergencies\">an unlikely alliance of the 10 big supermarkets and their 10 ad agencies<\/a>\u00a0to create a campaign to tackle food waste in the UK. The 10 agencies were up for the challenge. But sadly, it turned out the 10 supermarkets were not. While the desire was there, the barriers of effort, bandwidth and potential lost revenue ultimately proved too great to overcome. So sadly, the first 10X experiment did not quite fly.<\/p>\n<p>I am delighted to report much happier news on\u00a0<a href=\"https:\/\/www.thedrum.com\/opinion\/2021\/11\/08\/hospitality-sector-needs-ad-industry-s-help-solve-historic-labor-crisis\">the second Think 10X initiative that I mentioned in this column last month<\/a>: tackling the recruitment crisis in the hospitality industry. The goal is to raise \u00a35m to create the biggest hospitality recruitment ad campaign the UK has ever seen by raising \u00a310 per employee from every hospitality company.<\/p>\n<p>Three weeks into the fundraise and already we have seen interest from the Mayor of London\u2019s office, we have raised just over \u00a3500k from the industry operators and suppliers including Hilton, Butlin\u2019s and Welcome Break, plus we are in final talks with Hospitality and Tourism Skills Board, which advises and works with the Government\u2019s Hospitality &amp; Tourism Councils on training and skills matters, with a view to becoming recognised as the Board\u2019s preferred partners on recruitment. This should help unlock further funding as the Board is in discussion with all devolved administrations on public sector funding for recruitment campaigns to take us towards our goal.<\/p>\n<p>Huge thanks go to the cross-ad industry team, this time comprising top talent from Forever Beta, Ogilvy, Ogilvy Consulting and VCCP. Matt Waksman, co-author of the IPA Effectiveness Gold winning paper on The Army has devised a strategy to reframe hospitality and deposition competitive industries. Paulo Area, Robin Gadsby and the full arsenal of Forever Beta, brilliantly marshalled by May Reiholdsson, are unleashing their creative firepower. VCCP\u2019s Emily Stovold and Myles Cryan are managing the project (with over 30 separate client organisations and counting) and as ever, Ogilvy\u2019s Rory Sutherland and Sam Tatam are bringing behavioral science brilliance. So more to come on this one, but the signs are looking good.<\/p>\n<p>I would like to end the year, and this article, by wishing you all a wonderful and well deserved holiday, a merry Christmas and the very best of health, wealth and happiness for 2022. See you on the other side.<\/p>\n<p><em>Originally published in The Drum.<\/em><\/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-14377","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":"After a crucial 12 months for the advertising and marketing industry, IPA president and international CEO and vice-chairman of VCCP Julian Douglas looks back and considers the year\u2019s wins and losses.","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":14368,"post_author":"57","post_date":"2021-12-06 15:58:18","post_date_gmt":"2021-12-06 15:58:18","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cem\\u003eOriginally published in \\u003cstrong\\u003eCampaign\\u003c\\\/strong\\u003e, VCCP's Founding Partner and Chairman \\u003cstrong\\u003eCharles Vallance\\u003c\\\/strong\\u003e unpacks the enforced brevity of social media means people are getting to the point faster, why brands must sit up and pay attention or fail to win that of their consumers.\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLife is getting pointier. And I'm not just saying that because my third\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003evaccination beckons. In most aspects of culture, commerce and\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecommunication, success increasingly depends on getting to the point sooner,\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003erather than later.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSocial media is inevitably one of the drivers of pointiness. We are learning to\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eexpress ourselves with far greater brevity and spontaneity. Acronyms\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eabound, pictures are displacing words. Limits apply on numerous\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003edimensions, from the number of characters allowed (280 for Twitter) to the\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eduration of a post (60 seconds for Snapchat). TikTok, Insta and Snap are all\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003enamed to sound urgent and fleeting.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThere is a general consensus that multi-tasking and multi-screening have fed\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethe rise of CPA (constant partial attention - keep up at the back, please). This\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ein turn is likely to have reduced our powers of concentration. A study by\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eMicrosoft in Canada found that average concentration spans had fallen from\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e12 to 8 seconds between the turn of the century and 2015.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWhere technology and social media lead, culture tends to follow. And so we\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eshould not be surprised to learn that the world of literature is not immune to\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethe forces of pointiness. According to The Times (22 Nov), researchers have\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003efound that the average sentence in British fiction has dropped from 12.73\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewords to 11.87 words since the early 90's. Sentence complexity has also\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ereduced, with a 25% fall in the use of semi-colons. There does, however,\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eappear to be one trend in fiction which might put it ahead of the curve,\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003enamely a significant drop in the use of exclamations marks. Let's hope this\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003etranslates over to social media!!!! LOL!!!\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe lesson is very simple. It's getting ever more difficult to win people's\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eattention. Therefore, when you do, you must accelerate to your point rather\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethan drift towards a generalised resolution. The jeopardy of not doing so was\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ebrought home to me by a very senior Client who'd fired his last agency even\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethough they'd done some familiar and well-known work. The trouble with this\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ework, and the reason for the move of agencies, was that it didn't get to the \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003epoint. People had seen it, but didn't know what to do with it. It lacked a\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecompelling point of view about what to do next. It lacked intent.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSo the pointiness agenda can be a very stern taskmaster. We all know that\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eour communication should be distilled and our strategies concise. However,\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003econcentration and compression are easier said than done. To paraphrase\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eGeorge Orwell's paraphrase of Blaise Pascal, \\u0022I would have written a shorter\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eletter, but didn't have the time\\u0022.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePruning and cutting back are laborious processes. They can also be fraught\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewith politics. The fight for brevity and compression can sometimes leave\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003epeople feeling left out, as it requires a certain ruthlessness. Sacrifices have\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto be made and metaphorical toes trodden on. It is easy to complicate and\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003edifficult to simplify, but many people prefer the easier path.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDescribing someone as 'singular' is seldom a great compliment. It suggests\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethey lack nuance and depth. But for brands, being singular is the highest\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003epossible accolade. Think of any brand you admire and I bet it is shot through\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewith singularity. Singularity of identity, purpose, values, design, tone of voice\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand message are the hallmarks of brand pre-eminence, whatever the\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecategory, whatever the field - from Chanel to Cadbury, from Apple to Ikea,\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003efrom Oatly and O2 to Patek and Patagonia.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eI wrote about the importance of your brand having a 'thing' exactly a year\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eago. My Christmas present this year is to recommend that your thing also\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehas a point. In his magnificent new publication Look Out, Orlando Wood talks\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eabout the importance of attracting right brain, 'broadbeam' attention. He also\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003echronicles the decline in advertising of the very features that win such\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eattention; things like wordplay, characters, dialogue, distinctive accents and a\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eclear sense of place.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThese are all fantastic ingredients for pointy, thingy communication. And yet\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003etoo many campaigns are actively failing to use them, a problem which is\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ereflected in the sustained decline of creative effectiveness as observed by\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethe IPA. Fear not, however, because at this time of good cheer the answer is\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esimple. If your brand currently lacks bite, then, to quote Alvin and the\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eChipmunks, it's possible that all it wants for Christmas is some new front\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e teeth. On which note I wish you all a very Merry Christmas and a Happy, Thingy, Pointy New Year.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"quote\":\"The lesson is very simple. It's getting ever more difficult to win people's\\u00a0\\nattention.\",\"blockId\":\"761IP\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-761IP\"} \/-->","post_title":"Charles Vallance 'Getting to the Point'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"charles-vallance-getting-to-the-point","to_ping":"","pinged":"","post_modified":"2021-12-06 15:58:18","post_modified_gmt":"2021-12-06 15:58:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14368","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":12268,"post_author":"22","post_date":"2020-12-03 17:34:21","post_date_gmt":"2020-12-03 17:34:21","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eWe're absolutely thrilled to announce that VCCP's Vice-Chairman, Julian Douglas (or Dougie as he is better known), has been named the next IPA president-elect to succeed Nigel Vaz, global chief executive of Publicis Sapient.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eDougie was chosen following a formal three-month selection process led by former President Sarah Golding, CEO of The\\u0026amp;Partnership who headed up the Presidential Nominating Committee.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003e\\u003cstrong\\u003eSays Sarah Golding:\\u003c\\\/strong\\u003e \\u201cI could not be more delighted that Julian has agreed to take on this role. He is the perfect person to lead our industry at this time of tumultuous change. Julian\\u2019s energy and opinion will be invaluable in helping us all make the most of the opportunities that 2021 will bring and I'm sure he will be an outstanding President.\\u201d\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003e\\u003cstrong\\u003eSays Paul Bainsfair, IPA Director General:\\u003c\\\/strong\\u003e \\u201cI am very much looking forward to working with Julian to ensure the IPA remains the power behind the practitioners. He is smart, energetic and hugely popular. He has already made a great contribution to the IPA through his work on the IPA Council. I can\\u2019t think of anyone better to help us all navigate our way in a post-Covid world.\\u201d\\u003c\\\/p\\u003e\",\"quote\":\"A huge congratulations! \",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Julian%20Douglas%20col%22,%22caption%22:%22%22,%22id%22:12269,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=12269%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2020\\\/12\\\/Julian-Douglas-col.jpg%22%7D\",\"blockId\":\"1wSLep\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1wSLep\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"I am truly honoured to have been chosen as the next President of the IPA. I look forward to building on the outstanding work of my predecessors in championing our industry, its creativity and its impact in the world. We are living through a massive reshaping of the economic, social and natural environment. How we adapt as an industry will dictate how we, and our clients, survive and prosper in the years ahead.\",\"quotee\":\"Julian Douglas, Vice-Chairman, VCCP\",\"blockId\":\"Z1h2327\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1h2327\"} \/-->","post_title":"Dougie announced as IPA President","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"dougie-announced-as-ipa-president","to_ping":"","pinged":"","post_modified":"2021-05-21 16:05:59","post_modified_gmt":"2021-05-21 15:05:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=12268","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"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/14377","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=14377"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=14377"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}