{"id":14736,"date":"2022-03-21T11:31:37","date_gmt":"2022-03-21T11:31:37","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14736"},"modified":"2022-03-21T11:31:38","modified_gmt":"2022-03-21T11:31:38","slug":"vccp-launches-alumni-club","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2022\/mar\/vccp-launches-alumni-club","title":{"rendered":"VCCP launches Alumni Club"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-4C2nX wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <div>As part of VCCP\u2019s 20th year we have decided to set up an Alumni Club; a network for former employees where you can reconnect and reminisce with the agency and its people you left behind (no hard feelings). Wherever, whatever, and whoever you are now, we want to stay in touch.<\/div>\n<div>\u00a0<\/div>\n<div>The Alumni Club will send you a simple newsletter to keep you updated on agency news, and let you know about exclusive Alumni events where you can catch up with old mates. It\u2019s all the best things about VCCP in one place!\u00a0<\/div>\n<div>\u00a0<\/div>\n<div>Drop us an email at <a href=\"mailto:alumni@vccp.com\">alumni@vccp.com<\/a> to sign up!<\/div>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","categories":[191],"class_list":["post-14736","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":14737,"id":14737,"title":"VCCP Alumni Club","filename":"VCCP-Alumni-Club.png","filesize":240707,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club.png","link":"https:\/\/www.vccp.com\/uk\/news\/2022\/mar\/vccp-launches-alumni-club\/attachment\/vccp-alumni-club","alt":"","author":"57","description":"","caption":"","name":"vccp-alumni-club","status":"inherit","uploaded_to":14736,"date":"2022-03-21 11:29:41","modified":"2022-03-21 11:29:41","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\/2022\/03\/VCCP-Alumni-Club-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP launches Alumni Club","meta-description":"As part of VCCP\u2019s 20th year we have decided to set up an Alumni Club; a network for former employees where you can reconnect and reminisce with the agency and its people you left behind (no hard feelings). Wherever, whatever, and whoever you are now, we want to stay in touch.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/VCCP-Alumni-Club.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":14649,"post_author":"57","post_date":"2022-02-28 09:11:42","post_date_gmt":"2022-02-28 09:11:42","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003eWhy hard product truth always lies behind any emotional selling proposition.\\u003c\\\/strong\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u0022I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.\\u201d\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThis famous quote from Maya Angelou can come in very handy when you're trying to persuade a decision-maker that it's better to underdo rather than overdo the rational component of their advertising.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eYou will never argue someone into liking you, you have to make them feel something first.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eMost advertising theory now accepts this principle, that the heart should have primacy over the head. That's why we get models such as love-choose-buy and its various iterations (eg feel-think-do).\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe argument that love or feeling should come ahead of thought or reason has been considerably bolstered in recent years by advances in neuroscience, not least our understanding of intuitive System 1 thought processes (or, more accurately, lack of thought processes).\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThat said, a few years ago the model was threatened by the rapid ascendancy of performance marketing. In contrast to the hard metrics associated with programmatic, SEO and clickthrough, softer measures such as brand fame and brand love came under pressure.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eBut, after some notable U-turns from some prominent doubters, the big ad and the big feel are back. Indeed, given current double-digit levels of TV media inflation, the return of emotion might well have further to go.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eWhich leaves a question hanging over the middle tier in the layer cake of love-choose-buy. Just like love, the role of buy is assured. Yes, performance budgets might have been reined in from their peak but, given their inherent accountability, they will continue to command a significant chunk of overall spend.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIn light of this, a client might well decide to focus more and more of the remaining budget on appeals to the heart (love) rather than the head (choose) so as not to dilute resources.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIf we put our foot on the ball for a moment, this is all a long way away from concepts such as the USP and brand differentiation which guided a lot of thinking in the 1980s and the 1990s.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIn one of my numerous advertising apprenticeships (at WCRS) I was taught to \\u0022interrogate the product until it confesses to its strengths\\u0022. No mention of anything so woolly as a brand, let alone feelings. The starting point for most briefs was a product story, a proof point, or a reason to believe.\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-size: inherit;font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif\\u0022\\u003eOf course, there was always more to it than simply rational substantiation. In another of my advertising apprenticeships (at BBH) I was taught the concept of the ESP (emotional selling proposition).\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-size: inherit;font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif\\u0022\\u003eLike many things you learn young, this has stood the test of time. Perhaps because it was ahead of its time in game-changing campaigns for Levi's, Audi, Boddington's et al.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003eBut the ESP was, in itself, something of a sleight of hand. Scratch any one of the campaigns mentioned above and you'll get to a hard product truth, whether it was stone-washed for Levi's, Quattro for Audi or smoothflow for Boddingtons.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe trick was to wear these product truths sufficiently lightly, so that they didn't become an impediment to emotion.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eWhat was true then, is 10 times truer now. To use a meteorological analogy, where brands once competed with the equivalent of a headwind in the fight for attention, they now compete with a storm Eunice.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eWhich means we have to fight harder and harder to be remembered, to achieve the gold standard of branding which is, of course, a tiny little bit of real estate in the mind of your prospect.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eCall them what you will \\u2013 distinctive assets, fluent devices, brand properties, sonic or visual equity, branded language and nomenclature \\u2013 these are the new vehicles for the only measure that counts. And that measure is mental availability. Without mental availability you might as well whisper into the face of the storm.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eWhich is why Angelou's quote is so salutary. If brand distinctiveness is the vehicle to unlocking memory, then emotion is the key. You can say what you like, you can even do what you like, but without emotion you will be forgotten. People only remember what they feel.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eDespite appearances, this is not an argument against the layer cake's middle tier of evidence and substantiation. I remain a firm believer in the proof point and the reason to believe.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe only caveat nowadays is that the point of the proof point has changed. Where once it was an end in itself, it is now a form of logical permission to leave justification behind (perhaps in the body copy or on the website) and take your brand up to the altitude of emotion.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThis is where memory resides and Eunice is a mere breeze.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003eCharles Vallance is a\\u00a0founding partner of VCCP.\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z4iJBg\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z4iJBg\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"You will never argue someone into liking you, you have to make them feel something first.\",\"quotee\":\"Charles Vallance, founding partner of VCCP\",\"blockId\":\"nLJ3k\",\"blockUniqueClass\":\"lazyblock-quote-full-width-nLJ3k\"} \/-->","post_title":"What's the point of the proof point?","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"whats-the-point-of-the-proof-point","to_ping":"","pinged":"","post_modified":"2022-02-28 09:33:03","post_modified_gmt":"2022-02-28 09:33:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14649","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14655,"post_author":"57","post_date":"2022-02-28 11:58:58","post_date_gmt":"2022-02-28 11:58:58","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP are delighted to have their D\\u0026amp;I Joint Heads recognised in a run of Campaign awards. Find out more below.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z1YpIua\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1YpIua\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Xi-AOTY%22,%22caption%22:%22%22,%22id%22:14657,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14657%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/Xi-AOTY.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Xi-AOTY-1-1%22,%22caption%22:%22%22,%22id%22:14659,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14659%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/Xi-AOTY-1-1.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Xi-AOTY-2%22,%22caption%22:%22%22,%22id%22:14660,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14660%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/Xi-AOTY-2.png%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"1p5Dzg\",\"blockUniqueClass\":\"lazyblock-carousel-1p5Dzg\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"heading\":\"Xi Yin Chen wins Female Frontier Award\",\"blockId\":\"1ggklG\",\"blockUniqueClass\":\"lazyblock-text-full-width-1ggklG\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFirst to snap up a trophy was\\u003c\\\/span\\u003e\\u003cb\\u003e Xi Yin Chen, \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAccount Director at VCCP in the Female Frontier Awards 2022.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSpeaking about Xi\\u2019s win, judges said that \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018coleading the agency's D\\u0026amp;I program for recruitment, retention, education, integration, culture and shining a light on the lack of Asian representation in advertising and media speaks for itself. Xi is not only a rising star but a superstar already.\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCampaign\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e Female Frontier Awards are dedicated to championing women who are consistently pushing the boundaries and challenge the status-quo within the UK marketing, advertising, media and technology industries. \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSixty-three women and eight companies were shortlisted this year, with thirteen winners announced at \\u003c\\\/span\\u003e\\u003ca href=\\u0022https:\\\/\\\/www.thebrewery.co.uk\\\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Brewery London\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eXi has also played a key part in fostering a culture of diversity and inclusion for the agency, its clients and the wider industry. She took over the running of Ad School, VCCP\\u2019s work experience programme, and became joint head of the D\\u0026amp;I Collective. \\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eShe helps to lead a team of 14, dedicated to driving tangible change both within VCCP and in the wider industry.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIn the last year, Chen and the team have introduced 21 D\\u0026amp;I initiatives and helped to organise 92 training sessions and D\\u0026amp;I talks. She also wrote an illuminating, personal piece for Campaign that shone a light on the lack of East and South East Asian representation in advertising and media.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA tremendous and richly deserved achievement - well done Xi! Read more \\u003c\\\/span\\u003e\\u003ca href=\\u0022https:\\\/\\\/lnkd.in\\\/dgDiJr35\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehere\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"28WKlq\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-28WKlq\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22DI-AOTY-2%22,%22caption%22:%22%22,%22id%22:14661,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14661%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/DI-AOTY-2.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22D\\u0026amp;I%22,%22caption%22:%22%22,%22id%22:14656,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14656%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/DI.png%22%7D%7D%5D\",\"blockId\":\"cb05k\",\"blockUniqueClass\":\"lazyblock-carousel-cb05k\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"heading\":\"Joint D\\u0026amp;I Heads win Talent Management Team of the Year\",\"blockId\":\"1cJ6Se\",\"blockUniqueClass\":\"lazyblock-text-full-width-1cJ6Se\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe next round of spectacular news came as joint Heads of the D\\u0026amp;I collective \\u003c\\\/span\\u003e\\u003cb\\u003eXi Yin Chen, Luke Alexander Grose \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand\\u003c\\\/span\\u003e\\u003cb\\u003e Lynsey Monroe \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewere announced as Talent Management Team of the Year.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eXi, Luke \\u0026amp; Lynsey have shown their incredible passion for ensuring that anyone with drive and talent has an equal and fair chance to access and progress in our industry. From working closely with Chief Strategy Officer, \\u003c\\\/span\\u003e\\u003cb\\u003eMichael Lee \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand Executive Creative Director \\u003c\\\/span\\u003e\\u003cb\\u003eJim Thornton\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e on bringing the \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP Stoke Academy\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to life to ensuring support throughout for VCCP\\u2019s entry level programmes, Xi, Luke and Lynsey have built a robust programme that has fostered a true culture of belonging at VCCP.\\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 trio were also commended for their relentless embedding of D\\u0026amp;I into learning and staff development at VCCP, through educational D\\u0026amp;I written features and cultural pieces, resources, inspirational talks, training sessions on topics such as trans awareness, inclusive design, disability in advertising, and many more.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z2gRHUl\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z2gRHUl\"} \/-->","post_title":"VCCP\u2019s D&amp;I Collective team wins at Campaign awards","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccps-di-collective-team-wins-at-campaign-awards","to_ping":"","pinged":"","post_modified":"2022-02-28 11:58:58","post_modified_gmt":"2022-02-28 11:58:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14655","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14641,"post_author":"57","post_date":"2022-02-24 15:16:57","post_date_gmt":"2022-02-24 15:16:57","post_content":"<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22VCCP-Sashi-Nair-and-Jonny-Shaw-1%22,%22caption%22:%22%22,%22id%22:14644,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14644%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/VCCP-Sashi-Nair-and-Jonny-Shaw-1-scaled.jpg%22%7D\",\"blockId\":\"Z23CH20\",\"blockUniqueClass\":\"lazyblock-image-full-width-Z23CH20\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eRead the full feature in \\u003ca href=\\u0022https:\\\/\\\/www.campaignlive.co.uk\\\/article\\\/vccp-launches-global-gaming-offering-%E2%80%93-dont-call-metaverse\\\/1747922\\u0022\\u003e\\u003cem\\u003eCampaign US\\u003c\\\/em\\u003e\\u003c\\\/a\\u003e.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eVCCP launches global gaming offering \\u2013 but don\\u2019t call it the metaverse\\u003c\\\/strong\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Group, the global challenger network, has today announced the launch of a global gaming proposition, \\u003c\\\/span\\u003e\\u003cb style=\\u0022font-size: inherit;font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif\\u0022\\u003eVCCP+\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. On a mission to help brands navigate and leverage the 2.7 billion person Gaming Multiverse, VCCP+ will deliver data-backed solutions to help brands build long-term value in the space and challenge the ways gaming is traditionally viewed and activated. With a unique approach and offering, VCCP+ will aim to upskill and tip the balance for modern marketers.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe current obsession with the Metaverse pipe dream is distracting the much needed attention away from the single largest unmet audience opportunity in marketing. The power of games as a medium and culture has been alarmingly misunderstood for too long. Gaming today is much more than just playing video games. It is a complex, thriving multiverse of distinct and diverse platforms, media and cultures - from content, to influencers, lifestyle, design, entertainment, and sports. With a third of the world\\u2019s population\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e in its mix, gaming has a larger audience than even Facebook. But it's not just its sheer size. Every touchpoint across the multiverse surpasses that of existing social and traditional channels of communication. Gaming content viewership on YouTube, for example, is bigger than HBO, Netflix, and Hulu combined. And these numbers will only continue to accelerate with a new generation of audience where gaming is a core part of their identity and social life.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDespite its popularity and abundance of opportunities, brands, marketers and even agencies have only really scratched the surface of gaming\\u2019s potential as the force in marketing to leverage. Investment in gaming is currently 100 times less than ad spend on Facebook and four times less than in print. VCCP+ aims to disrupt this status quo and will arm future-facing brands with the right data, expertise, ideas, and partnerships for an immediate marketing future where \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ea gaming strategy and an always-on plan will be a critical necessity.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJonny Shaw, CEO of VCCP+ \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \\u201cThe gaming space is completely misunderstood, misused or relegated to being an experiment for marketers. It is the biggest unmet audience opportunity there is in marketing. Gaming represents the biggest entertainment vertical in the world and is constantly ignored by brands. As 90% of Gen Z identify as gamers, the audience of tomorrow is everyone. VCCP+ is here to challenge the status quo and offer brands a way to engage and tap into this demographic in a way that is authentic and will reduce media wastage.\\u201d\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe traditional one-size-fits-all model will not work in the gaming multiverse. Launching with a proprietary methodology and tools built from the ground up to aid brands and marketers in making the right decisions, VCCP+ brings data-rich, actionable insights from the complex landscape with the goal of delivering long-term engagement and value, with the capabilities to measure and optimise marketing activities in the space.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBacked by a worldwide network of talent and partners, VCCP+ will tap into coders from VCCP CX and makers in the world of design and art, motion and 3D tech, from VCCP\\u2019s recently launched global content studio, \\u003c\\\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. Supporting this and working at the speed of culture, VCCP+ will also team up with leading production and content partners, collaborators at the intersections of sports, lifestyle and entertainment, as well as gaming publishers and influencers.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP+ will be led by CEO, Jonny Shaw and Head of Strategy, Sashi Nair. Shaw has worked in the game space for over 20 years, leading teams in London, Tokyo, San Francisco and New York. He has worked on both endemic games brands, PlayStation, Xbox, EA and Rockstar games, to name a few, as well as helping some of the world\\u2019s best consumer brands navigate the world of games including Coca Cola, Fanta, Adidas, Google, and many more.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eNair joins from Havas Sports \\u0026amp; Entertainment where he led the strategy practice on gaming, partnerships, sports and music. An award-winning, multi-disciplinary strategist, Nair delivers meaningful vision and solutions based on today\\u2019s popular culture across geographies for organisations like The Coca-Cola Company, Beam Suntory, Michelin, Tracfone, Fidelity, Titlelist, P\\u0026amp;G, Pringles, Emirates, HSBC, Sony and Volkswagen.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eInternational CEO at VCCP\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\\\/span\\u003e\\u003cb\\u003eJulian Douglas\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \\u201cThe mainstream marketing industry is finally waking up to the opportunity gaming provides. Marketers are realising this isn\\u2019t a niche space; it is where their audience is. Gaming is about socialising, connecting, meeting new people and deepening existing relationships. It\\u2019s about experiences and culture, and simply having a good time. VCCP+ is here to navigate and unlock this space in an authentic, unique and commercially valuable way for brands all around the globe.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSashi Nair, Head of Strategy at VCCP+ \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \\u0022The Multiverse aptly describes the far reaching impact of gaming. This cultural tidal wave that is right now defining the future of media and advertising is repeatedly swept under the rug. Brands and marketers need to wake up and evolve their perception of gaming being a channel for siloed, experimental initiatives. Gaming is now the heart of popular culture and the future of entertainment. I\\u2019m excited to take on the challenge of transforming the perception of the space, helping brands and marketers unlock the potential the gaming multiverse has to offer, and creating the correct solutions for them to deliver value and business goals.\\u0022\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP+ launches as a new practice within all VCCP offices worldwide, including New York, where it is headquartered, Madrid, Prague, San Francisco, London, Singapore, Sydney and Shanghai, and will be offered as core service to clients such as White Claw, Google and O2.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor more information about VCCP+, visit \\u003c\\\/span\\u003e\\u003ca href=\\u0022http:\\\/\\\/www.vccpplus.com\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewww.vccpplus.com\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"14rfj0\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-14rfj0\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Brands and marketers need to wake up and evolve their perception of gaming being a channel for siloed, experimental initiatives. Gaming is now the heart of popular culture and the future of entertainment.\",\"quotee\":\"Sashi Nair, Head of Strategy at VCCP+\",\"blockId\":\"Z1u5WCc\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1u5WCc\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"blockId\":\"2mmYRr\",\"blockUniqueClass\":\"lazyblock-image-full-width-2mmYRr\"} \/-->","post_title":"VCCP launches global gaming proposition VCCP+","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-launches-global-gaming-proposition-vccp","to_ping":"","pinged":"","post_modified":"2022-06-08 10:15:57","post_modified_gmt":"2022-06-08 09:15:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14641","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\/14736","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=14736"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=14736"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}