{"id":15785,"date":"2022-12-19T18:39:15","date_gmt":"2022-12-19T18:39:15","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15785"},"modified":"2022-12-19T18:39:15","modified_gmt":"2022-12-19T18:39:15","slug":"are-loyalty-schemes-a-marketers-best-weapon-given-consumers-rising-costs","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2022\/dec\/are-loyalty-schemes-a-marketers-best-weapon-given-consumers-rising-costs","title":{"rendered":"Are Loyalty Schemes A Marketer\u2019s Best Weapon Given Consumers\u2019 Rising Costs?"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-1KSfEO wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\">Originally published in <em>Creative Salon.\u00a0<\/em>Written by <strong>Olivia Atkins<\/strong>.<\/p>\n<p style=\"text-align: left\">McDonald&#8217;s recently launched its new\u00a0<a href=\"https:\/\/creative.salon\/articles\/work\/leo-burnett-mcdonalds-more-rewarding-mcdonald-s-moments\">loyalty programme, MyMcDonald&#8217;s Rewards<\/a>\u00a0as a way of rewarding consumers with points to spend in-store. As the cost of living increases, it seems that loyalty schemes may be on the rise as a way of getting customers to continue spending despite falling on hard times.<\/p>\n<p style=\"text-align: left\">Is this a marketing ploy aimed at easing economic hardship or a tactical method to regain brand loyalty and continue brand spend? And how successful can a brand loyalty scheme actually be; what are the best ways to measure its performance?<\/p>\n<p style=\"text-align: left\">We spoke to a number of industry insiders to hear their thoughts on the rise of loyalty schemes.<\/p>\n<p style=\"text-align: left\"><strong>Daisy Ross, associate director, MediaCom<\/strong><\/p>\n<p style=\"text-align: left\">Loyalty schemes can certainly help people stand out from the crowd during difficult economic times, however, never underestimate how smart and savvy consumers are. Brands that will succeed are those that are consumer-led, and whose marketers are asking: how do people really want to save? Asking people to spend above their means to get a free carrier bag won\u2019t fly. People want low effort, high reward, and choice.<\/p>\n<p style=\"text-align: left\">That\u2019s why the Tesco Clubcard is so successful \u2013 it puts the power back into consumers\u2019 hands, allowing them to determine what will benefit them most. They can do this by collecting points for a range of worthwhile rewards, from money off at the till to collecting points to treat their family to a day out.<\/p>\n<p style=\"text-align: left\">Measurement and ongoing conversation with customers are key to evolving long-term schemes. Are people engaging with, and redeeming the benefits you\u2019re offering? Looking at this data will help guide whether your loyalty scheme is actually adding value to your customers\u2019 lives.\u201d<\/p>\n<p style=\"text-align: left\"><strong>John Blight, senior strategist, New Commercial Arts<\/strong><\/p>\n<p style=\"text-align: left\">If anyone is viewing loyalty schemes as a way of easing economic hardship they are delusional.<\/p>\n<p style=\"text-align: left\">But what loyalty schemes may do is brighten someone\u2019s day a little bit when they can claim that reward. Perhaps that\u2019s where we should focus our attention.<\/p>\n<p style=\"text-align: left\">I think the best weapon right now for all marketers is empathy. An acknowledgement that for the reported six in ten households who have had to dip into their savings or use a credit card for essential shopping, things are tough and are probably going to get tougher.<\/p>\n<p style=\"text-align: left\">Maybe with an understanding of what a lot of us are going through and will go through, marketers can communicate or market what their product may bring in the current climate.<\/p>\n<p style=\"text-align: left\">The once everyday meal deal may now be the weekly indulgence.<\/p>\n<p style=\"text-align: left\">The new pair of jeans may be the trousers that have to work that bit harder over the next few months (okay years).<\/p>\n<p style=\"text-align: left\">A Happy Meal may actually live up to its name. Yes, a loyalty scheme may sometimes get you to choose McDonalds over a Burger King or whatever is discounted on Just Eat, but it can&#8217;t get someone to choose McDonalds over a food bank.<\/p>\n<p style=\"text-align: left\"><strong>Oliver Waterstone, strategy lead, The&amp;Partnership<\/strong><\/p>\n<p style=\"text-align: left\">In 2013, Waitrose started giving free coffee with every shop to its MyWaitrose card holders. By Christmas that year it was the second largest provider of coffee in the UK behind McDonalds. The queues were infamous. Covid finally did away with the scheme.<\/p>\n<p style=\"text-align: left\">This is when loyalty schemes work. I do my shop, and Waitrose gives me a free coffee. It\u2019s a tangible, predictable reward.<\/p>\n<p style=\"text-align: left\">Contrast that with Pret, who allow their staff to randomly give one free coffee a day to someone who makes them smile. Random rewards are addictive. You\u2019ll know this if you\u2019ve ever played Fortnite, or opened a mystery box in Fifa.<\/p>\n<p style=\"text-align: left\">McDonald\u2019s knows that combining predictability and randomness is the key to a successful loyalty scheme. Their new points-based scheme offers tangible, predictable money-off rewards. And their promotions, like the unbelievably successful Monopoly promotion, offer unpredictability.<\/p>\n<p style=\"text-align: left\">Is it going to help consumers manage the cost-of-living crisis? No. They\u2019ve got low prices for that. Will it make them love the brand a bit more during incredibly difficult times? Most definitely.<\/p>\n<p style=\"text-align: left\">Since dropping the free coffee scheme, Waitrose has lost market share.<\/p>\n<p style=\"text-align: left\">They\u2019re planning on bringing it back.<\/p>\n<p style=\"text-align: left\"><strong>Charlene Charity, head of strategy, Digitas<\/strong><\/p>\n<p style=\"text-align: left\">Given the predicted hardship, although many brands are hoping loyalty schemes will secure a share of shrinking wallets, this will only be the case if brands:<\/p>\n<p style=\"text-align: left\">Know their customers: Understand the impact of cost of living on their audiences and what levers they need to pull to keep them coming back. For Tesco and McDonald&#8217;s, the significantly reduced &#8216;Club Card&#8217; price and the McDonald&#8217;s points equals &#8216;free food&#8217; value exchanges are relevant and attractive to their customer base. Similar approaches wouldn&#8217;t be as successful for higher-end and luxury brand consumers, who react better to personalised and exclusive experiences.<\/p>\n<p style=\"text-align: left\">Know what they stand for: Brands need to be clear on where they sit in a time of hardship. At Digitas, we use frameworks to ensure that brands are perceived in the right way, as well as understanding how different consumers will react to your brand in difficult times and what you need to do in return.<\/p>\n<p style=\"text-align: left\">So, as with all things in life, it depends how much you know and what you do with that knowledge.<\/p>\n<p style=\"text-align: left\"><strong>Brad Gilbert, senior communications strategist, VCCP Media<\/strong><\/p>\n<p style=\"text-align: left\">During recessions, brands may struggle to maintain loyalty as consumers downgrade or abandon categories. However, one brand\u2019s loyalty loss can be another\u2019s gain e.g. a champagne brand\u2019s loyalty loss can be a prosecco brand\u2019s gain. A loyalty scheme may limit that but cannot overcome harsh economic realities alone.<\/p>\n<p style=\"text-align: left\">A recent example of loyalty success in hard times is Tesco\u2019s Clubcard efforts that helped push their market share to a four-year high. Recent changes made it a win-win-win proposition for customers (prices), Tesco (data and sales) and suppliers (targeted advertising via Tesco).<\/p>\n<p style=\"text-align: left\">However, Tesco\u2019s market share remains below its 30% share a decade ago. Conversely, discounters Aldi and Lidl have quadrupled their combined market share to around 16% in the same period using a penetration strategy e.g. more stores, broadcast reach etc.<\/p>\n<p style=\"text-align: left\">We know across categories and markets the \u2018Law of Double Jeopardy\u2019 persists i.e. brands with less market share have fewer customers that are less loyal. Related to that we know in general, brand growth strategies should emphasise penetration (e.g. Lidl &amp; Aldi) over loyalty.<\/p>\n<p style=\"text-align: left\">So, loyalty schemes are often necessary weapons in a marketer\u2019s arsenal but are unlikely to be the best one even in harsh economic environments.<\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","categories":[191],"class_list":["post-15785","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["10112"],"client_id":"","hero_video":"","hero_image":{"ID":15786,"id":15786,"title":"Creative Salon","filename":"Creative-Salon.png","filesize":1278886,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon.png","link":"https:\/\/www.vccp.com\/uk\/news\/2022\/dec\/are-loyalty-schemes-a-marketers-best-weapon-given-consumers-rising-costs\/attachment\/creative-salon","alt":"","author":"57","description":"","caption":"","name":"creative-salon","status":"inherit","uploaded_to":15785,"date":"2022-12-19 18:37:19","modified":"2022-12-19 18:37:19","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\/12\/Creative-Salon-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Are Loyalty Schemes A Marketer\u2019s Best Weapon Given Consumers\u2019 Rising Costs?","meta-description":"Brad Gilbert, senior communications strategist, VCCP Media in Creative Salon","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Creative-Salon.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":15783,"post_author":"57","post_date":"2022-12-19 18:24:08","post_date_gmt":"2022-12-19 18:24:08","post_content":"<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch5 style=\\u0022text-align: left\\u0022\\u003eSteve Taylor, joint chief strategy officer at VCCP Media ruminates on the built-in playfulness that Japan lends to its ad landscape. Originally published in \\u003cem\\u003eCampaign\\u003c\/em\\u003e.\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eWatching\u00a0Blade Runner\u00a0and, being a media soul, I always marvelled at just how many advertising opportunities Ridley Scott imagined might decorate the cityscape of 2019 Los Angeles. Real-life 2020s LA disappoints me in this regard. But, there is a land, far far away, where Scott\u2019s ad landscape is made real. That land is Japan and off the back of a recent short trip to Tokyo, I wanted to share some observations on what I think we can learn from Japan\u2019s adland.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003cstrong\\u003eVideo rules\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eEverywhere you go, the eye is drawn to LCDs delivering ads that twitch, jiggle, blink and shine out from LCD screens of every possible shape, size and combination. Japan is a very rich country, and has a hugely advanced data and technology infrastructure and my experience would suggest that neither money nor data connectivity are a bar to digitising the out-of-home advertising landscape. LCDs are literally everywhere. On every wall, on the side of every bus, on every escalator panel, at the top of the stairs, at the bottom of the stairs, in the loo \u2013 well OK, not in the loo.\u00a0\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eHowever the average Japanese loo certainly seems to have the technical capabilities to become part of the advertising landscape. Even in a lowly bus station you can rely upon a convenience which has push button controls for flushing, bidet functions front and back, warming the seat and playing music. It seems to me a terrible oversight that no one has acquired that inventory to use the sound functions for the purposes of delivering a happy advertising jingle. Think of the sponsorship opportunities! There\u2019s plenty of scope for our own domestic outdoor estate to be further digitised and connected, so a growing advertiser demand is matched with growth in the inventory available.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003cstrong\\u003eNo LCD, no problem\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eWhere LCDs cannot physically be attached to a surface, paste and paper and vinyls may instead be suspended or otherwise positioned. Just because you can\u2019t hang an LCD from the monkey bars on the tube, doesn\u2019t mean you can\u2019t hang a vinyl ad there. This led me to think about how effectively, or otherwise, we currently use our own spaces.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003cstrong\\u003eBuilt-in playfulness\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe Japanese seem a little bit more playful than we Brits. It\u2019s not unusual to see the most serious looking of middle-aged business execs reading a manga or gaming on the bus, or stalking the figurine shops of Tokyo\u2019s Akihabara \u201cgeek\u201d district for the latest merch from their favourite series. Perhaps it\u2019s because much written Japanese is literally pictures, but Japanese culture feels innately and intensely visual.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eSo while the environment felt to me to be saturated with ads, it never felt too much. The reason being that the ads are endlessly entertaining, often surrealistic, frequently with very beautiful graphical artwork; in short they are a joy to see.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003cstrong\\u003eStand out\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp class=\\u0022p1\\u0022 style=\\u0022text-align: left\\u0022\\u003eGiven the volume of ads, the visual nature of the culture and the demonstrable rich creative talent in the community, it\u2019s no surprise that ads in Japan work really hard to stand out. Gaudy and clashing colours; in. Exaggerated expressions; in. Massive overacting; in. Surreal situations; in. And of course QR codes; in. Be it on the smallest coffee shop napkin, or the largest video screen, QR codes are everywhere. Every opportunity is taken to remove the friction between seeing an and visiting the website to buy the product, or learn more, or get a piece of branded content or brand relevant useful gadget, widget or app.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eBrand and response\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eFor Japanese ads also stand out in the clarity of their purpose. There is not much that is coy or hard to decode about the average Japanese ad. Even if you don\u2019t speak much Japanese, it\u2019s invariably easy to understand what the proposition is, why it\u2019s better than the competition and why you therefore need this particular product in your life, and of course how to go about acquiring it; perhaps directly via QR code.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eI\u2019m making it sound like every Japanese ad is all about direct response and there\u2019s no brand advertising. Of course that\u2019s not true. Most international advertisers don\u2019t seem to have adapted their international brand campaigns very much for the Japanese market; surely a missed opportunity. And there\u2019s certainly plenty of ads I saw that didn\u2019t fit into the \\u0022buy it now\\u0022 category and that I presume were building brand affinity among those with enough Japanese to be brand affiliated. But the overall impression is of an ad landscape where every impact works hard one way or another.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003cstrong\\u003eWhat can we learn?\\u003c\/strong\\u003e\\u003cbr \/\\u003e\\u003cbr \/\\u003eOur tolerances for ad clutter in the UK are very different to those in Japan; or at least we believe they are. But the biggest thing I took note of is just how much fun Japanese ads are. They seem to decorate and enhance environments and experiences rather than intrude upon them. As we\u2019ve always known; people don\u2019t like ads, they like to be entertained and sometimes that\u2019s by an ad. And when it is, they don\u2019t care where it is or how many of them there are. They\u2019re fun! And who can have too much fun?\\u003c\/p\\u003e\",\"blockId\":\"IVbw7\",\"blockUniqueClass\":\"lazyblock-text-full-width-IVbw7\"} \/-->","post_title":"What we can learn from the media landscape in Japan","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"what-we-can-learn-from-the-media-landscape-in-japan","to_ping":"","pinged":"","post_modified":"2022-12-19 18:24:08","post_modified_gmt":"2022-12-19 18:24:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15783","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15751,"post_author":"57","post_date":"2022-12-14 09:12:15","post_date_gmt":"2022-12-14 09:12:15","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe finest toy shop in the world, \\u003c\/span\\u003e\\u003cb\\u003eHamleys\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, has today launched its Christmas campaign which aims to raise awareness of their festive in-store experiences.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign marks Hamleys first since appointing \\u003c\/span\\u003e\\u003cb\\u003eVCCP London, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003emedia agency\\u003c\/span\\u003e\\u003cb\\u003e VCCP Media, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand VCCP\u2019s content production studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eearlier this year. Tapping into the seasonal excitement in the lead up to Christmas, the enchanting campaign reminds the nation of the joy that lies in authentic experiences with loved ones.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHarnessing its treasured heritage as the world\u2019s oldest toy store, Hamleys has entertained the nation through two hundred and sixty two festive seasons and this year, the brand brings the magic of the family Christmas shopping experience to the fore. To fulfil this brand promise and its mission to unite the nation as it has done for decades, Hamleys is offering family-friendly, cost-free festive experiences, allowing people to protect those treasured moments that bring the most joy, even during the most difficult of times.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe integrated campaign comes to life through photography and will run across OOH, social media, and targeted publications local to Hamleys UK stores in London, Glasgow and Oxford, with a bigger takeover of OOH sites at Winter Wonderland. To highlight that precious sense of excitement children have in the lead up to Christmas, the creative features children\u2019s expectant faces pressed up against store windows as they eagerly await for Hamleys to open their doors.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe tongue-in-cheek creative heroes this with its headline \u2018Welcome to the most incredible Christmas experience,\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBut not until 10am. Sorry\u2019, with variable store times reflected appropriately across the campaign. Alternatively, some feature the line \u2018Just wait until you get inside.\u2019\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe charming campaign speaks to an audience of all ages, but specifically targets parents across London, Oxford and Glasgow in its aim to enhance Hamleys brand affinity and bring people closer to the brand as well as closer together. This taps into the Christmas spirit of togetherness, uniting the nation around a shared experience at a time it needs this most.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eElias Torres \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand \\u003c\/span\\u003e\\u003cb\\u003eDaniel Glover-James, Creative Directors at VCCP London said: \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018There aren\u2019t many brands that EVERYONE absolutely adores, but Hamleys is definitely one of them. The opportunity to work with them was a gift. We didn\u2019t need to be told about the magic and joy a Hamleys visit brings, we knew all too well from having taken our own children there many times!\u2019\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run in London, Glasgow and Oxford from today throughout the festive period, as well as feature in the Big Splash at the Hyde Park Winter Wonderland. Media has been planned and executed by VCCP Media. 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The opportunity to work with them was a gift. We didn\u2019t need to be told about the magic and joy a Hamleys visit brings, we knew all too well from having taken our own children there many times!\u2019\",\"quotee\":\"Elias Torres and Daniel Glover-James, Creative Directors at VCCP London\",\"blockId\":\"ZGfNy7\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZGfNy7\"} \/-->","post_title":"Hamleys Christmas","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"hamleys-christmas","to_ping":"","pinged":"","post_modified":"2022-12-14 15:23:13","post_modified_gmt":"2022-12-14 15:23:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15751","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15766,"post_author":"61","post_date":"2022-12-15 15:44:42","post_date_gmt":"2022-12-15 15:44:42","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch1 class=\\u0022wp-block wp-block-post-title block-editor-block-list__block editor-post-title editor-post-title__input rich-text is-selected\\u0022 role=\\u0022textbox\\u0022 aria-label=\\u0022Add title\\u0022\\u003eVCCP Media continues winning streak as it secures further clients across beauty, sport and FMCG sectors\\u003c\/h1\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eVCCP Media, \\u003c\/strong\\u003ethe media division of the global challenger network for challenger brands has today announced a streak of new business wins. The media shop has been appointed by brands \\u003cstrong\\u003eABI, Callaway Golf Europe, Major League Baseball \\u003c\/strong\\u003eand cosmetic clinic group\\u003cstrong\\u003e SK:N.\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eEstablished in 2012, VCCP Media is an award-winning full service media agency with a mission to deliver \\u003cem\\u003eMedia: like it should be. \\u003c\/em\\u003eHeaded up by Joint CEO\u2019s, Tara Marus and Pete Bennett the agency has gone from strength to strength and these new wins follow news of other wins earlier in the year for Financial Services clients Bestinvest \\u0026amp; Evelyn Partners as well as \\u003cstrong\\u003eHamleys\\u003c\/strong\\u003e and \\u003cstrong\\u003eDUG\\u003c\/strong\\u003e, the world's first plant-based potato drink, who appointed VCCP Media as its first UK media planning and buying agency.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eVCCP Media have secured a multitude of accounts including \\u003cstrong\\u003eThe Association of British Insurers (ABI), \\u003c\/strong\\u003ewinning a joint pitch win with sister agency Teamspirit. The agencies will take an integrated approach to ABI\u2019s media planning and buying, using both offline and online methods to effectively reach its customer base.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eFollowing a competitive pitch process the award-winning agency has claimed the UK\u2019s leading skin clinic,\\u003cstrong\\u003e SK:N,\\u003c\/strong\\u003e winning both an SEO and through the line performance remit with work commencing with immediate effect.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eExpanding their remit in the sporting and e-commerce sector, VCCP Media will also now manage the digital performance media for \\u003cstrong\\u003eCallaway \\u003c\/strong\\u003eas well as other brands in their portfolio which include golf and luggage brand OGIO and men\u2019s clothing and golf apparel brand TravisMathew.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eTo seal this succession of wins, VCCP Media alongside sister agency CSM will be responsible for all media planning and buying across the \\u003cstrong\\u003eMajor League Baseball\\u003c\/strong\\u003e (MLB) series which returns to the UK next summer. This appointment by MLB marks the growth of VCCP Media\u2019s international outreach and the growing diameter of its fully comprehensive service.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe wins speak to the diversification and expansion of VCCP Media\u2019s client base and signals their impressive trajectory of growth as an agency. The wins add to an existing client base which spans multiple sectors and include Abbott, Bonhams, Cox \\u0026amp; Cox, De Montfort University, GoDaddy, Organix, Princess Yachts, Royal British Legion, SsangYong, Saga and Violife.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eTara Marus, Joint CEO at VCCP Media, added\\u003c\/strong\\u003e:\\u003cem\\u003e \u201cVCCP Media continues to go from strength to strength and I\u2019m incredibly proud of our recent new business wins. \\u003c\/em\\u003e\\u003cem\\u003eWe are really excited to be launching new brands into the UK market with innovative and passionate teams alike. All with a challenger spirit, they really do epitomise the type of brand we love to work with.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\",\"blockId\":\"T7HgL\",\"blockUniqueClass\":\"lazyblock-text-full-width-T7HgL\"} \/-->","post_title":"VCCP Media winning streak","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-media-continues-winning-streak-as-it-secures-further-clients-across-beauty-sport-and-fmcg-sectors","to_ping":"","pinged":"","post_modified":"2023-01-17 17:00:04","post_modified_gmt":"2023-01-17 17:00:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15766","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\/15785","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=15785"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=15785"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}