{"id":15898,"date":"2023-01-17T12:28:44","date_gmt":"2023-01-17T12:28:44","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15898"},"modified":"2023-01-17T12:28:44","modified_gmt":"2023-01-17T12:28:44","slug":"vccp-group-acquires-cowry-consulting","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/jan\/vccp-group-acquires-cowry-consulting","title":{"rendered":"VCCP Group acquires Cowry Consulting"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-1kcqcF 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\"><b>VCCP Group<\/b><span style=\"font-weight: 400\">, the global challenger network for challenger brands, today has announced the acquisition of <\/span><b>Cowry Consulting<\/b><span style=\"font-weight: 400\">, one of the world\u2019s leading Behavioural Science consultancies. The acquisition forms part of VCCP\u2019s accelerated growth strategy as it puts behavioural insight and data at the heart of its business model, further strengthening the Group\u2019s business transformation positioning.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Cowry launched in 2015 with a specific focus on making FTSE and Fortune 500 companies as human as humanly possible. As the biggest business focussed behavioural science consultancy in the UK, Cowry combines innovative behavioural design and data techniques to bring conceptual designs to life. The acquisition will enable creative solutions that are based on how people actually think, helping to deliver more targeted and effective behaviour change programmes and campaigns and driving genuine business growth for clients.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">The original team of Jez Groom, Will Saunders, Ziba Goddard and Raphy March set up the consultancy seven years ago, during which time the consultancy has enjoyed rapid success, growing to a team of 38 people which include behavioural scientists, psychologists, designers, researchers and data scientists. The award-winning practice services world-class clients across the financial services, retail, utilities and construction sectors applying cognitive psychology, behavioural economics, and neuroscience to their clients&#8217; businesses.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Cowry will continue their long-standing relationships with their existing clients, as well as supporting VCCP on the agency\u2019s current and new opportunities.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><b>Andrew Peake, Chief Executive Officer of VCCP London<\/b><span style=\"font-weight: 400\">, said: \u201cBehavioural science is at the beginning of its journey as a discipline but it\u2019s already proven invaluable in helping businesses transform consumer and colleague behaviour. Its value is in helping clients to tackle some of the biggest perennial challenges to achieve commercial outcomes and we couldn\u2019t be more delighted about Cowry bringing their unique capabilities into the VCCP family.\u201d\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><b>Michael Lee, Chief Strategy Officer of the VCCP Partnership<\/b><span style=\"font-weight: 400\">, added: \u201cCowry are the absolute best in the business. They transform their clients\u2019 fortunes in so many ingenious and proven ways. They have an outstanding challenger mindset which makes us a brilliant cultural fit for each other and are packed with exceptionally talented people.\u201d<\/span><\/p>\n<p style=\"text-align: left\"><b>Jez Groom, Founder of Cowry Consulting,<\/b><span style=\"font-weight: 400\"> said: \u201c We\u2019re excited at the prospect of bringing behavioural science to life through one of the most creative groups in the world. Behavioural science is now playing a key role in the growth of brands and businesses and VCCP Group will accelerate our influence and impact within organisations.\u201d\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">VCCP Group employs more than 1,350 people across its 10 offices in Auckland, London, New York, San Francisco, Salt Lake City, LA, Sydney, Shanghai, Singapore, Madrid and Prague.\u00a0<\/span><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","categories":[191],"class_list":["post-15898","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":15899,"id":15899,"title":"Cowry Consulting VCCP Website 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 VCCP Group acquires Cowry Consulting, a world leading Behavioural Science consultancy","meta-description":"VCCP Group, the global challenger network for challenger brands, today has announced the acquisition of Cowry Consulting, one of the world\u2019s leading Behavioural Science consultancies.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Cowry-Consulting-VCCP-Website-pic.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":15835,"post_author":"61","post_date":"2023-01-16 10:19:58","post_date_gmt":"2023-01-16 10:19:58","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"788269199\",\"blockId\":\"2dCGyK\",\"blockUniqueClass\":\"lazyblock-video-2dCGyK\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eThe UK's largest Dog Welfare Charity,\\u003cstrong\\u003e Dogs Trust,\\u003c\/strong\\u003e has today launched an integrated brand campaign to show owners and their dogs how they are the best partner to support them through life, with the help of global agency of record \\u003cstrong\\u003eVCCP. \\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eIn their first campaign in a five year journey since appointing VCCP, the new brand platform aims to set a vision for the charity as it moves to reframe \\u003cstrong\\u003eDogs Trust\\u003c\/strong\\u003e as a charity that supports owners and their dogs through all stages of life.\\u003c\/p\\u003e\\n\\u003cp\\u003eAs a result of the cost of living crisis \\u003cstrong\\u003eDogs Trust \\u003c\/strong\\u003ehas seen an overwhelming increase in owners feeling like they have no choice but to give up their much loved dogs because they cannot afford to keep them, receiving over 1,000 calls a week. This is why the charity is launching the \\u003cstrong\\u003e\\u003cem\\u003eGround Dog Day\\u003c\/em\\u003e\\u003c\/strong\\u003e campaign which, implicitly connected to the cost of living crisis, dials up help and support dog owners and their dogs so owners can get from \\u003cstrong\\u003eDogs Trust\\u003c\/strong\\u003e so they don\u2019t have to make the ultimate sacrifice and lose their dog.\\u003c\/p\\u003e\\n\\u003cp\\u003eUnderstanding the special bond dog owners have with their dog and the joy that it brings is the main driver for the charity whose aim is to protect and preserve it. When people own a dog, their relentless positivity makes the repetition of everyday activities a joy. The harder life gets the more dogs mean to their owners, which is why \\u003cstrong\\u003eDogs Trust\\u003c\/strong\\u003e is working hard to keep them together.\\u003c\/p\\u003e\\n\\u003cp\\u003eWorking with renowned director, Nicolas Jack Davies, Dogs Trust has created a film that shows the joy that dogs bring. The film opens with a man sleeping in bed before a dog excitedly jumps on the bed and wakes him up. They cuddle and play and he says \u201calright mate, come on\u201d while laughing. They prepare to go for a walk and the dog grabs some slippers before they go to the park. They are stopped by a mother and daughter and the owner introduces Milo the dog and then they play fetch. He visits a pub with his friends, then feeds Milo and goes through life\u2019s routines before it repeats a few times, showing the role they play in everyday life and the joy they give. Throughout the film the owner laughs and talks to Milo saying \u201chungry were you?\u201d \u201cThere you are\u201d and \u201cGood night mate\u201d It ends with him sitting on the bed before Milo barks and jumps up on the bed and they cuddle and play. He laughs and says \u201cWhere was my wake up?\u201d\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eThe hero AV is accompanied by four 10\u201d social videos, \u2018Behaviour\u2019, \u2018Help\u2019, \u2018Recall\u2019 and \u2018Support\u2019 that aim to give dog owners simple and quick advice, delivered in a positive way. The first video \u2018Behaviour\u2019 shows a dog ripping up different household items such as letters and slippers and tells the owner how this could be a sign that the dog is distressed. The second film, \u2018Help\u2019 shows a dog eating on different days and lets people know that Dogs Trust has partnered with Fairshare to provide dog food for UK Food Banks. The third 'Recall' shows a dog being called by its owner in the park and highlights how Dogs Trust has recall training available. The fourth film\u00a0 \u2018Support' shows a dog with an injury collar sitting in its dog bed and lets owners know that Dogs Trust might be able to help with veterinary bills.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eNick Daniel, Marketing Director at Dogs Trust said\\u003c\/strong\\u003e: \\u003cem\\u003e\u201cThe cost of living crisis is having a huge impact on dog owners. We\u2019re receiving an unprecedented amount of calls from people who feel like they have no other choice but to give up loved family dogs because they can no longer afford to keep them. This is why we have created this campaign to highlight all the various ways we can help and keep them and their families together with their dogs. We want to celebrate dogs and the joy they bring us and keep them in the place they are most happy.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eSophie Maunder, Managing Partner at VCCP London added\\u003c\/strong\\u003e: \\u003cem\\u003e\u201cWe are privileged and excited to be working with Dogs Trust to help the dog loving community understand the development of their strategy - not only to help rehome dogs, but to do much more to keep dogs and their owners together through difficult times. Like the 12.7 million dog owners in the UK, Dogs Trust understands how important the bond between owner and dog is, and believes in protecting that bond through help, support and advice. VCCP are excited to launch the first of the campaign executions to help the British dog loving community join that journey.\u201d \\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign will run from today for four weeks and run across be on social media, TV and OOH. Media has been planned and executed by The 7 Stars. Dogs Trust also worked with VCCP\u2019s content production studio \\u003cstrong\\u003eGirl\\u0026amp;Bear\\u003c\/strong\\u003e on campaign social assets.\\u003c\/p\\u003e\",\"blockId\":\"Z1lhUt8\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1lhUt8\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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\/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":15848,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/01\/DOG03904-DTxVCCP-Ground-Dog-Day_08_SOFA_D6_JCD_1080x1920px-min-1-576x1024.jpg\" alt=\"\" class=\"wp-image-15848\" \/><\/figure>\n<!-- \/wp:image -->","post_title":"Ground Dog Day","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ground-dog-day","to_ping":"","pinged":"","post_modified":"2023-01-16 16:55:31","post_modified_gmt":"2023-01-16 16:55:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15835","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14063,"post_author":"13","post_date":"2021-09-16 08:29:52","post_date_gmt":"2021-09-16 07:29:52","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eWe are delighted to announce that VCCP Business has acquired \\u003ca href=\\u0022https:\\\/\\\/slingstone.com\\\/\\u0022\\u003eSling \\u0026amp; Stone\\u003c\\\/a\\u003e, a multi-award winning PR and communications agency with offices in Sydney, Auckland, and Los Angeles.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eSling \\u0026amp; Stone launched in 2010 with a specific focus on startups, high-growth tech and challenger brands shaping the future. The agency has grown to three countries, 70 people, multiple agency of the year and best place to work awards, and a world-class client roster.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThrough the acquisition, Sling \\u0026amp; Stone will become part of VCCP Business, and will work in partnership with leading technology agencies Method in North America and Harvard in the UK, as well as advocacy specialist agency inEvidence. The combined global PR and communications group will help clients everywhere shape the future of how we live, work, and play.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIt will grow our group\\u2019s technology billings to \\u00a330 million, with a 250+ strong team, cementing our global presence.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eSling \\u0026amp; Stone, which was founded by Vuki Vujasinovic 11 years ago, has enjoyed rapid growth partnering with some of the most exciting startups, category-defining unicorns and publicly-listed industry leaders, including current clients Twitter, Google, Stripe, Xero, and Zip.\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eJo Parker, Group CEO VCCP Business, said: \\u201cFrom the moment we met Vuki and his team, we had so much in common \\u2014 a challenger mindset, a global ambition and a culture of collaboration and openness. We are really excited to work with all the Slingers and to build on our shared global vision.\\u201d\\u003c\\\/p\\u003e\\n\\u003cp\\u003eVuki Vujasinovic, Founder and CEO of Sling \\u0026amp; Stone, said: \\u201cWe\\u2019ve been partnering with innovative and important brands for more than a decade now, playing a key role in their growth. Working with these types of clients is what we\\u2019re good at, and what we love doing.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u201cI\\u2019m so happy that we\\u2019ve found the perfect growth partner in VCCP Business. We have a shared vision to focus on telling these stories that are reshaping the world around us.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u201cSling \\u0026amp; Stone has always been mission-driven and ambitious, and we know our future is going to be even stronger with the smarts and the skills of the VCCP group backing us. We get to immediately plug into the global scale and skills of VCCP Business \\u2014\\u00a0unlocking reach and expertise for our clients, campaigns, and team.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u201cThis is the beginning of a new and exciting chapter for Sling \\u0026amp; Stone, and we\\u2019re just getting started.\\u201d\\u003c\\\/p\\u003e\",\"blockId\":\"nHa1K\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-nHa1K\"} \/-->","post_title":"Sling &amp; Stone acquisition","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"sling-stone-acquisition","to_ping":"","pinged":"","post_modified":"2021-09-16 08:29:52","post_modified_gmt":"2021-09-16 07:29:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14063","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15833,"post_author":"61","post_date":"2023-01-16 08:56:08","post_date_gmt":"2023-01-16 08:56:08","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"788270916\",\"blockId\":\"Z156r4k\",\"blockUniqueClass\":\"lazyblock-video-Z156r4k\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eToday, Easter\u2019s most loved brand \\u003cstrong\\u003eCadbury Creme Egg\\u003c\/strong\\u003e and global agency of record\\u003cstrong\\u003e VCCP\\u003c\/strong\\u003e has launched the latest iteration of its highly successful \u201cHow do you NOT eat yours\u201d integrated campaign, challenging the nation\u2019s ability to resist eating their delicious winning eggs.\\u003c\/p\\u003e\\n\\u003cp\\u003eThis year the heritage brand has released another bunch of valuable and delicious half milk and half white Cadbury Creme eggs across the country that fans must not eat in order to win. The \u201cunlucky\u201d UK winners can win between \u00a350 and up to \u00a310,000.\\u003c\/p\\u003e\\n\\u003cp\\u003eCadbury worked with VCCP, their product \\u0026amp; service innovation company, \\u003cstrong\\u003eBernadette\\u003c\/strong\\u003e and global content production studio \\u003cstrong\\u003eGirl\\u0026amp;Bear\\u003c\/strong\\u003e to bring the campaign to life and it launches just in time to help with the January Blues.\\u003c\/p\\u003e\\n\\u003cp\\u003eLast year Cadbury warned the nation not to eat the winning \\u003cstrong\\u003eCadbury Creme Eggs, \\u003c\/strong\\u003ebut some people still couldn\u2019t resist the urge. That is why this year, it is taking things a step further. Along with releasing more nationwide warnings on social and outdoor posters, it is going out locally and will be even more reactive as the valuable eggs are found. Using live winner data from activation agency, Promoveritas, targeted reactive warnings on radio, digital out of home, and in retail will inform people exactly where winning eggs have been found in their area - so they can avoid those \u201cunlucky\u201d stores.\\u003c\/p\\u003e\\n\\u003cp\\u003eCadbury worked with award-winning director Jeff Lowe for the second year running to create more great comic performances from the \u201cunlucky winners\u201d who can\u2019t eat their winning eggs. This includes two films: \u2018Office\u2019, showing a close up of a woman holding an egg before we see in a wider shot that she is sitting at a desk at work staring at it. A colleague standing behind her says \u201cThat\u2019s one of those winning eggs you can\u2019t\u2026\u201d She responds \u201cNot now Jean\u201d. They are still in silence before Jean walks away saying \u201cYou can\u2019t eat it\u201d. It ends with the tagline \u201cHow do you NOT eat yours?\u201d.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eThe other campaign film, \u2018Truck\u2019, shows a man sitting in his truck who is on the phone. He says \u201cIt\u2019s a half and half, that's the winning egg I can\u2019t eat right?\u201d the person on the phone responds, \u201cYeah you can\u2019t eat that\u201d in a monotone voice. He then presses his horn in frustration before the film ends with the tagline.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe two new films will also run alongside last year\u2019s successful films \u2018Bed\u2019 and \u2018Bath\u2019, which contributed to record-breaking sales for Cadbury Creme Egg, and will further demonstrate the disappointment felt by the unlucky winners of half-and-half eggs.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eLyndsey Homer, Brand Manager at Cadbury said: \\u003cem\\u003e\u201c\\u003c\/em\\u003e\\u003c\/strong\\u003e\\u003cem\\u003eCadbury Creme Egg has been entertaining the nation for generations as one of the most well-known brands in the UK and we are excited to continue to do this. This campaign encompasses the cheekiness of the brand and encourages people to get involved and have a bit of fun. Helping cure the January Blues, the brand is encouraging the nation to see if they have what it takes to resist a tasty Creme Egg.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eJonny Parker and Chris Birch, Executive Creative Directors at VCCP London added: \\u003c\/strong\\u003e\\u003cem\\u003e\u201cLast year this campaign outraged Creme Egg fans across the country and we\u2019re excited to bring it back. We\u2019re tracking every winner as they\u2019re found, so you\u2019ll even be warned if one\u2019s been found in your local corner shop in Kidderminster. Surely no-one else will accidentally eat one this year\u2026\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign will run from the 16th January until 9th April 2023 on Cadbury\u2019s social media channels Instagram and Facebook alongside executions on YouTube, Radio, Digital Out Out of Home and Retail.\\u003c\/p\\u003e\",\"blockId\":\"1qQcUN\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1qQcUN\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"788283972\",\"blockId\":\"1eOSdz\",\"blockUniqueClass\":\"lazyblock-video-1eOSdz\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We\u2019re tracking every winner as they\u2019re found, so you\u2019ll even be warned if one\u2019s been found in your local corner shop in Kidderminster. Surely no-one else will accidentally eat one this year\u2026\",\"quotee\":\"Jonny Parker and Chris Birch, Executive Creative Directors at VCCP London\",\"blockId\":\"Zljwde\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Zljwde\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":15852,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/01\/Cadbury-Creme-Egg-How-do-you-NOT-to-eat-yours-Truck-1024x458.png\" alt=\"\" class=\"wp-image-15852\" \/><\/figure>\n<!-- \/wp:image -->","post_title":"How do you NOT eat yours","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-do-you-not-eat-yours","to_ping":"","pinged":"","post_modified":"2023-01-16 09:47:58","post_modified_gmt":"2023-01-16 09:47:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15833","menu_order":0,"post_type":"work","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\/15898","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=15898"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=15898"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}