{"id":16341,"date":"2023-07-03T12:47:34","date_gmt":"2023-07-03T11:47:34","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16341"},"modified":"2023-07-03T12:47:34","modified_gmt":"2023-07-03T11:47:34","slug":"allwyn-appoints-vccp-and-leo-burnett-to-marketing-roster","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/jul\/allwyn-appoints-vccp-and-leo-burnett-to-marketing-roster","title":{"rendered":"Allwyn appoints VCCP and Leo Burnett to marketing roster"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z9ILbF 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\"><span style=\"font-weight: 400\">Allwyn, the incoming operator of The National Lottery, today announced the appointment of Leo Burnett and VCCP as joint creative advertising agencies for The National Lottery for the first two years of the upcoming Fourth Licence, which starts in February 2024.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Global advertising agency, Leo Burnett, has been appointed to develop compelling campaigns for The National Lottery brand, along with working on a revamped proposition for instant lottery games and looking at how to better link National Lottery games with Good Causes.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Global integrated communications agency, VCCP, will oversee marketing communications for the Lotto and Set For Life games, along with managing rollover and jackpot-specific campaigns for draw-based games more generally.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Allwyn has taken a roster approach to appointing advertising agencies for The National Lottery for the first time. This approach will better enable Allwyn\u2019s focus on driving increased awareness for individual product brands. In turn, this will lead to an increased number of campaigns and maximise reach.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Bringing a strong track record of strategic thinking and creative nous, Leo Burnett will provide a team headed by CEO, Charlie Rudd, that has been integral on many projects \u2013 including, most notably, the successful repositioning of McDonald\u2019s in the UK.\u00a0\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">With proven credentials in building brands that connect on an emotive level with the British public \u2013 including highly successful campaigns for Cadbury and Compare the Market \u2013 VCCP will provide a team headed by Managing Director, Hannah Fitzgerald.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Allwyn\u2019s brief to the respective agencies is to create campaigns that help bring its vision for The National Lottery under the Fourth Licence to life: that is to grow The National Lottery in a safe and responsible way, enabling it to return more to Good Causes, by increasing the relevance of The National Lottery and introducing the range of games to new audiences responsibly.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Leo Burnett and VCCP will now get to work on developing campaigns which will roll out from 1 February 2024, in line with the start of the Fourth Licence.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Business consultancy, Ingenuity, managed the agency pitch process for Allwyn. As part of that, Allwyn has signed up to the Pitch Positive Pledge, which supports making the pitch process more intentional, accountable and responsible for both advertisers and agencies.<\/span><\/p>\n<p style=\"text-align: left\"><b>An Allwyn spokesperson said<\/b><span style=\"font-weight: 400\">: \u201cWe\u2019re delighted to appoint these two leading agencies to support our vision for The National Lottery. The competitiveness of the pitch process demonstrates the appeal The National Lottery holds to many people. We\u2019re looking forward to both agencies coming up with effective, compelling campaigns to further broaden that appeal, making The National Lottery even more relevant to more people in a safe and sustainable way.\u201d<\/span><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","categories":[191],"class_list":["post-16341","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":16343,"id":16343,"title":"X","filename":"X.png","filesize":208263,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X.png","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/jul\/allwyn-appoints-vccp-and-leo-burnett-to-marketing-roster\/attachment\/x","alt":"","author":"61","description":"","caption":"","name":"x","status":"inherit","uploaded_to":16341,"date":"2023-03-20 16:23:38","modified":"2023-03-20 16:23:38","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\/2023\/03\/X-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/X-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Allwyn appoints VCCP and Leo Burnett to marketing roster to deliver Bigger, Better, and Safer National Lottery","meta-description":"VCCP and Leo Burnett appointed to deliver creative advertising services for Fourth National Lottery Licence","social-media-image":false,"news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16353,"post_author":"61","post_date":"2023-03-24 12:23:03","post_date_gmt":"2023-03-24 12:23:03","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003eAttracting and keeping hold of talent is vital to a thriving business. According to The Society for Human Resource Management (SHRM), it costs up to 60% of an employee's salary to replace them, with overall costs to the business reaching up to 200% when taking into account the impact a leaver has on culture, morale, customer service, lost knowledge and brand advocacy.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eCompanies looking to attract and retain the best talent need an admired brand that is endorsed by happy employees. But many companies are losing talent because of the \u2018engagement gap\u2019 - the chasm between the carefully curated brand experience on the outside and the poor employee engagement experience on the inside. It helps explain why only 9%\\u003ca href=\\u0022#_ftn1\\u0022 name=\\u0022_ftnref1\\u0022\\u003e\\u003csup\\u003e[1]\\u003c\/sup\\u003e\\u003c\/a\\u003e of UK employees are engaged at work.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe engagement gap starts with a lack of investment. Most businesses, on average, spend around 10% of their annual revenue on their marketing budgets but only about 0.01%* of revenue on employee engagement. This disparity of investment has a knock-on effect on engagement insight, strategy, creativity and wider brand and commercial impact.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eVCCP Group wants to challenge this engagement gap with the launch of VCCP BEE, its new brand and employee engagement specialism which will help companies to attract and retain talent by unifying the brand and employee experience.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eVCCP BEE\u2019s competitive advantage will come from its ability to bring together external and internal brand building expertise. Inspired by the belief that it only works if it all works, the specialism will draw on VCCP Group\u2019s integrated capabilities to improve comms and engagement across the employee journey from attraction to exit. From using behavioural science, data and AI to better understand changing employee behaviours and preferences to tapping into the Group\u2019s branding, design, film, social, digital and experiential expertise to create more personalised, holistic, purpose-led communications and engagement experiences.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe offering is being spearheaded by Huw Morgan, Director of Brand and Employee Engagement. Previously at PR and social agency, Good Relations he has supported household names including Channel 4, TfL, Johnson \\u0026amp; Johnson, New Look and Asahi with award-winning employee communications and engagement initiatives.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe vital link between engagement and loyalty has been reinforced by new research from VCCP Group which has found that companies not investing in employee engagement during the current period of economic flux are facing a ticking time bomb, with people more likely to resign than wait for the dust to settle.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eA huge 64% of responders say they will leave in the next 6-12 months if their employer doesn't invest in the employee experience. Of those participants who are too nervous to make the leap today despite feeling less secure in their job than they did last year, 47% say they would leave as soon as their confidence in the market returns.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eIn addition to the impact that poor engagement has on employee turnover, VCCP\u2019s survey also found that,\u00a0 despite the shift to remote and hybrid working, responders said that better communication is more important than flexible working for their engagement and motivation at work.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eVCCP worked with research and insight specialist, Watermelon to ask 500 respondents to find out what today\u2019s employees need from their employers to stay engaged and loyal.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eHuw Morgan, Director of Brand and Employee Engagement at VCCP London\\u003c\/strong\\u003e said: \u201cWe build brands that are admired on the outside by job-seekers and endorsed on the inside by current employees who are advocates for the organisation\u2019s culture and employee experience.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eWhether businesses are confronting turbulence or riding a wave of growth, VCCP\u2019s integrated model enables us to uniquely challenge brands to consistently treat their people like valued customers, to attract talent and keep them informed, engaged and motivated.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eAdrian Coleman, Founder and Group Chief Executive Officer at VCCP\\u003c\/strong\\u003e, added: \u201cOur mission at VCCP is to challenge the bad habits of the industry and our Employer Brand \\u0026amp; Engagement offering is our latest example of this. As our research shows, talent engagement and retention is increasingly business critical, and we\u2019re excited to be able to uniquely help our clients navigate these uncertain times with confidence.\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eFor further information visit \\u003ca href=\\u0022https:\/\/www.vccp.com\/capabilities\/brand-amp-employee-engagement\\u0022\\u003ehttps:\/\/www.vccp.com\/capabilities\/brand-amp-employee-engagement\\u003c\/a\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003e____________________________________\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003ca href=\\u0022#_ftnref1\\u0022 name=\\u0022_ftn1\\u0022\\u003e\\u003csup\\u003e[1]\\u003c\/sup\\u003e\\u003c\/a\\u003e Gallup's 2022 State of the Workplace report\\u003c\/p\\u003e\",\"blockId\":\"ZrXLDU\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZrXLDU\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Building brands that are admired on the outside and endorsed on the inside\",\"blockId\":\"SRPH9\",\"blockUniqueClass\":\"lazyblock-quote-full-width-SRPH9\"} \/-->","post_title":"VCCP launches new Brand and Employee Engagement division, VCCP BEE","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-launches-new-brand-and-employee-engagement-division-vccp-bee","to_ping":"","pinged":"","post_modified":"2025-07-22 13:57:31","post_modified_gmt":"2025-07-22 12:57:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16353","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16333,"post_author":"61","post_date":"2023-03-17 14:57:41","post_date_gmt":"2023-03-17 14:57:41","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"808999842\",\"blockId\":\"2j11HL\",\"blockUniqueClass\":\"lazyblock-video-2j11HL\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003e\u2019\\u003c\/span\\u003e\\u003cb\\u003es DEI Collective\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003e have won Campaign magazine\u2019s Talent Management Team of the Year for the second year running.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003eJudges said that VCCP offered \u201cinitiatives that contribute to the industry, not just the company: strategically well thought through, creative and magnetic\u201d.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003eThe DEI Collective was set up by Sonia Gilchrist in 2020 when she was appointed into the role of Head of DE\\u0026amp;I for the VCCP Group. The purpose of the Collective is to ensure a joined up approach to DE\\u0026amp;I across VCCP\u2019s global network, with the key objective of encouraging a culture of inclusivity at its heart.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003eIn 2022, the team set out to change the narrative surrounding conversations on Diversity, Equity \\u0026amp; Inclusion. The fact that it can often become a tick box exercise or something that is avoided for fear of people getting it wrong needed to be addressed and that\u2019s when Different, Exciting \\u0026amp; Interesting was born. With this new approach, the VCCP DEI Collective has proved that Diversity, Equity and Inclusion is exciting. It\u2019s about embracing the world around us and the differences which make life interesting, encouraging people to also think about the various exciting possibilities that can come with acknowledging and celebrating these differences.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003eTo help reframe the conversation internally and launch their new approach, the DEI Collective worked with talent right across the Group to create a spoken word film. Written and performed by \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003eSamira Seini, the film sets out the BRG\u2019s mission statement and heroes people from every department right across the global network.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003eIn the last three years, the DEI Collective have been responsible for delivering multiple events, bespoke training, new recruitment principles and changes to production processes.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003eSome of the initiatives that the DEI Collective has led within the Partnership include: diversifying entry level schemes, with members of the Collective integral parts of the \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.campaignlive.co.uk\/article\/our-industry-becoming-monoculture-vccp-opens-stoke-academy-efforts-recruit-diverse-talent\/1731288\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003eVCCP Stoke Academy\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003e work, establishing a new approach to education through the \u2018Celebrate\u2019 series that focuses on different cultures, which help to foster a happy, integrated and understanding agency culture, and continuing to embed DE\\u0026amp;I into staff development.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eJulian Douglas, International CEO at VCCP Group\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003e said: \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003e\u201cWe are incredibly proud of the work that Sonia and The DEI Collective have done and continue to do. They are relentless in their passion and drive to change the narrative, and the way we do business and the industry as a whole.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eSonia Gilchrist,\u00a0 Head of DE\\u0026amp;I at VCCP \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 300\\u0022\\u003eadded: \u201cWe want the agency to live and breathe DE\\u0026amp;I in everything we do and ensure that our principles are baked into all of our talent management initiatives from recruitment, retention, learning and development, to agency culture, and the work we produce. We couldn't be more thrilled to have been recognised for a second year running.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"2rJaK\",\"blockUniqueClass\":\"lazyblock-text-full-width-2rJaK\"} \/-->","post_title":"VCCP's DE&amp;I Collective named Campaign Talent Management Team of the Year","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"campaign-talent-management-team-of-the-year","to_ping":"","pinged":"","post_modified":"2023-03-20 16:07:44","post_modified_gmt":"2023-03-20 16:07:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16333","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15869,"post_author":"61","post_date":"2023-01-19 09:41:38","post_date_gmt":"2023-01-19 09:41:38","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003eTwo significant pieces of new research published today by \\u003cstrong\\u003eVCCP Group\\u003c\/strong\\u003e\u00a0and the \\u003ca href=\\u0022https:\/\/www.apg.org.uk\/\\u0022\\u003eAPG\\u003c\/a\\u003e reveals that an \u201cinsider culture\u201d is making careers in advertising feel inaccessible to young people from across the UK.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe national survey of 2,000 16 - 24 year olds showed that around a fifth of young people (18%) feel that being unable to afford a move to London stops them from considering creative careers. This increases to a quarter of young people in some regions, such as the West Midlands.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eOnly 35% of young people from working class backgrounds outside London know somebody working in the creative sector, compared with 54% of people from more advantaged backgrounds in London and the south-east.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eFurthermore, while 67% of young people who know someone in the industry can see themselves forging a successful career, only 44% of those who do not see it as a realistic option for them.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eTaken together, the implication is that working class young people from outside London are significantly less likely to find their way into the creative sector.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eRt Hon Justine Greening, Chair of The Purpose Coalition and Former Secretary of State for Education said: \\u003c\/strong\\u003e\\u003cem\\u003e\u201cThis research underlines that it\u2019s hard to be what you can\u2019t see, when it comes to careers in creative industries. If young people don\u2019t ever meet role models working in the sector then it\u2019s no surprise they don\u2019t think it\u2019s a career open to them. And as I know from growing up in Rotherham, it\u2019s hard to get a role in London when it\u2019s so expensive to live there. The creative industries thrive on thinking outside the box - so reaching into the country\u2019s wider diverse talent pool is crucial, and it means more tech and creative businesses on more doorsteps, not just London and the South East.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe research was conducted as part of our ongoing ambition to open up the industry to more diverse talent and marks fifteen months since the establishment of the VCCP Stoke Academy. The Academy has worked to raise awareness, provide training, work experience, mentoring, paid internship schemes and an apprenticeship programme to help future talent in Stoke-on-Trent and the surrounding areas to connect with the creative industries. In recent months it has since developed into a fully functioning office with six staff and four apprentices and has used the office for employees who can no longer wish to live in London due to the cost of living crisis.\u00a0\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eMichael Lee, Chief Strategy Officer at the VCCP Partnership commented\\u003c\/strong\\u003e: \\u003cem\\u003e\u201cWe\u2019ve been concerned for some time about the increasingly narrow talent pool that we\u2019re able to attract into an industry that we\u2019re incredibly proud of. Great creativity has always relied on being able to draw on a diverse group of people. Right now, because of the increasing socio-economic barriers to entry, we\u2019re in danger of becoming a monocultural profession.\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cem\\u003e\u201cThese survey findings reinforce our decision to open an office in Stoke, to create the visible presence that has enabled us to attract local talent that we\u2019d otherwise have struggled to find into jobs. We think we\u2019ve created a really effective model for other businesses to follow. But \\u003c\/em\\u003e\\u003cem\\u003ethis can\u2019t be our only approach. We\u2019ve also implemented many changes across our company wide entry-level recruitment schemes as a result of the research learnings.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eSarah Newman, Director of the APG, commented: \\u003c\/strong\\u003e\\u003cem\\u003e\u201cThere are huge regional and socio-economic disparities which make brands and agencies impenetrable to excellent people disadvantaged by geography and a lack of industry know-how. We need to work harder in attracting the next generation of brilliant strategists, creatives and business leaders into our industry. This means big changes to the way we recruit, and how we welcome and support new talent as they join the industry. This will bring in new, much needed diversity of experience and thinking to benefit everyone. This is why the APG has made changing perceptions of our sector amongst young people a top priority.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eAlongside the national survey, VCCP commissioned community cultural research specialists \\u003cstrong\\u003eThe Outsiders \\u003c\/strong\\u003eto run a programme of focus groups in Stoke and six other communities to understand how young people from working class backgrounds felt about their potential to succeed in creative careers.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eYoung people not considering creative careers because of these perceptions is a real problem for the advertising industry. Not only do many brands and agencies face significant recruitment and retention challenges, a workforce representative of the whole country is critical to ensuring that any advertising is itself representative of the people it seeks to convince, persuade and entertain. Without addressing these issues, the industry risks its pipeline of diverse talent drying up.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe survey also revealed there is a significant knowledge gap about what is really required of people working in advertising. Over a quarter (27%) of young people do not believe they have the skills or qualifications to work in the sector. Up to 23% have never considered creative careers, whilst 21% think they would be better suited to other options.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe perception versus reality gap is exacerbated by background. Almost double the number of ABC1 young people in London and the south east (23%) can name a company in the creative sector compared with those from regional working class backgrounds (13%).\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eWe established our office in Stoke-on-Trent due to the rich creative history of the Potteries, its technology and innovation-focused educational infrastructure, and the fact it has one of the highest rates of economic deprivation in the UK. These factors provided a fantastic opportunity to recruit a new generation of diverse creative talent. Within the creative industries, cities like Stoke are often overlooked in favour of Manchester or Leeds when businesses look to expand beyond London.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe key to the success of our Stoke-on-Trent office are the partnerships we have formed with local education providers including Stoke Sixth Form College, Stoke City College and Staffordshire University, and their graduates alongside creative businesses and social enterprises. These have helped create a supportive network and give the business credibility with both local young people and their parents.\\u003c\/p\\u003e\",\"blockId\":\"bJNFB\",\"blockUniqueClass\":\"lazyblock-text-full-width-bJNFB\"} \/-->","post_title":"Research from VCCP and APG reveals the industry needs to wake up to its image problem","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"stoke-research","to_ping":"","pinged":"","post_modified":"2023-03-20 16:59:29","post_modified_gmt":"2023-03-20 16:59:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15869","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\/16341","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\/61"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=16341"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=16341"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}