{"id":16481,"date":"2023-05-02T09:52:56","date_gmt":"2023-05-02T08:52:56","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16481"},"modified":"2023-05-02T09:52:56","modified_gmt":"2023-05-02T08:52:56","slug":"makes-you-think","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/may\/makes-you-think","title":{"rendered":"Makes You Think"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-S8gok wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <header>\n<h1 style=\"text-align: left\">Why some brands want to be a choice simplifier<\/h1>\n<\/header>\n<p style=\"text-align: left\"><em>For this month&#8217;s column, VCCP&#8217;s Founding Partner and Chairman Charles Vallance explains why<\/em><\/p>\n<p style=\"text-align: left\">How many thoughts do you have each day? Apparently, as a species, we average out at about 70,000. This equates to more than 4,000 every waking hour.\u00a0<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">And if you think that sounds tiring, then let me ask another question. How many decisions do you think (there goes another thought) you make each day? About 30,000 to 35,000 is the answer.\u00a0<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">Before we start feeling overwhelmed by this huge volume of mental activity, it is worth remembering that the large majority of this cognitive burden is System 1, ie largely effortless and subconscious.<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">That said, up to 10% will be System 2, which means that we are still making roughly 3,000 conscious decisions every day.\u00a0<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">That\u2019s a lot of decision-making and, by definition, a lot of choices that need ruminating on. This may explain why we often struggle to make up our minds, why we talk about the &#8220;tyranny of choice&#8221;. If choice can be a tyranny, then it&#8217;s clearly not always a benefit.<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">The reverse is frequently true. It can be very nice, even a luxury, when choices are made on our behalf. A set menu or meal deal takes the burden away from us. It\u2019s a few less thoughts, a few less decisions that our ever-whirring brains are spared from making.\u00a0<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">In evolutionary terms, we are programmed to focus our energies on the things that help us either thrive, or survive. This is life. And it&#8217;s energy-sapping.<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">The biggest consumer by far of the body&#8217;s energy is the brain (at 40% of daily output). So it is perhaps no surprise that we are hard-wired to insulate our brain from conscious choice, just like we insulate our lofts from heat loss. We don&#8217;t want to waste energy.\u00a0<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">In order to reduce our cognitive load, we continually look for mental shortcuts and heuristics. Anything to simplify choice, or to dispense with it altogether.<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">That&#8217;s why we develop patterns and routines. Few of us pick up a toothbrush and think, which tooth should I start with first? We have an automatic routine. The same is true of the way we butter bread or open a boiled egg.\u00a0<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">Given half a chance, human beings will avoid difficult decisions, and the strongest brands are the ones that understand this most profoundly. In fact, you could argue that the primary role of a brand is to act as a &#8216;choice simplifier&#8217;.\u00a0<\/p>\n<p style=\"text-align: left\">Simplicity, of course, is as rare as genius. And it is immensely difficult to achieve. To simplify choice, Robert Woodruff understood that Coca-Cola would need to be \u201cwithin arm&#8217;s reach of desire&#8221;.<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">It would need to achieve ubiquity. You can imagine how much the distribution manager thanked him for this blindingly simple strategy back in the 1920s.<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">But at two billion drinks a day, it appears to have paid off, despite the logistical challenge involved.<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">Another challenge with simplicity is that it&#8217;s a constant work in progress, an unrelenting race with your competition. We all understand that it\u2019s important to make things easy. But that\u2019s not the point.<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">The real art is to make them easier. Winning brands are always tackling the next point of friction, ironing out the ridges and seams of the customer journey, replacing deliberation with intuition.\u00a0<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">We see this pattern endlessly repeated in any number of markets from food retailing to finance. I\u2019ve lived through the process in banking.<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">When I first went to university, the only way to get hold of your money was to visit the bank during banking hours, roughly 10am to 3.30pm (but not the hour when the bank was shut for lunch).<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">Then along came ATMs, then telephone banking, then online banking. Now you can do all your banking on an app in the back of a bus during lunch on a bank holiday.\u00a0<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">This process of simplification has transformed the customer experience of finance. But there is one caveat. Outside of first movers (eg First Direct) none of these developments was fundamentally differentiating from a brand perspective.<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">Despite all the UX upheavals, the biggest brand simplifier in finance remains the same as when I was at university. It&#8217;s our old friend brand distinctiveness.\u00a0<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">Whatever category you operate in, the first and most important step in simplification is to be instantly recalled. Any brand that forces us to rummage around in the corners of our minds (trying to find it under a bag of vanilla wafers) inevitably starts with a huge cognitive disadvantage.<\/p>\n<p dir=\"ltr\" style=\"text-align: left\">Just as the greatest sprinters leave the blocks on the b of bang, your brand should be recalled, without a moment&#8217;s thought, on the f of front of mind.\u00a0<\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","categories":[191],"class_list":["post-16481","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":{"ID":930,"post_author":"2","post_date":"2020-07-02 12:04:34","post_date_gmt":"2020-07-02 11:04:34","post_content":"","post_title":"Charles Vallance","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"charles-vallance","to_ping":"","pinged":"","post_modified":"2026-01-19 12:22:45","post_modified_gmt":"2026-01-19 12:22:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=people&#038;p=930","menu_order":0,"post_type":"people","post_mime_type":"","comment_count":"0","filter":"raw"},"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":16482,"id":16482,"title":"Charles Vallance VCCP","filename":"Charles-Vallance-VCCP.png","filesize":2879127,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP.png","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/may\/makes-you-think\/attachment\/charles-vallance-vccp","alt":"","author":"57","description":"","caption":"","name":"charles-vallance-vccp","status":"inherit","uploaded_to":16481,"date":"2023-05-02 08:44:42","modified":"2023-05-02 08:44:42","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\/05\/Charles-Vallance-VCCP-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Charles Vallance in Campaign Magazine 'Makes You Think'","meta-description":"Why some brands want to be a choice simplifier","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/Charles-Vallance-VCCP.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":14368,"post_author":"57","post_date":"2021-12-06 15:58:18","post_date_gmt":"2021-12-06 15:58:18","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cem\\u003eOriginally published in \\u003cstrong\\u003eCampaign\\u003c\\\/strong\\u003e, VCCP's Founding Partner and Chairman \\u003cstrong\\u003eCharles Vallance\\u003c\\\/strong\\u003e unpacks the enforced brevity of social media means people are getting to the point faster, why brands must sit up and pay attention or fail to win that of their consumers.\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLife is getting pointier. And I'm not just saying that because my third\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003evaccination beckons. In most aspects of culture, commerce and\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecommunication, success increasingly depends on getting to the point sooner,\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003erather than later.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSocial media is inevitably one of the drivers of pointiness. We are learning to\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eexpress ourselves with far greater brevity and spontaneity. Acronyms\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eabound, pictures are displacing words. Limits apply on numerous\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003edimensions, from the number of characters allowed (280 for Twitter) to the\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eduration of a post (60 seconds for Snapchat). TikTok, Insta and Snap are all\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003enamed to sound urgent and fleeting.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThere is a general consensus that multi-tasking and multi-screening have fed\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethe rise of CPA (constant partial attention - keep up at the back, please). This\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ein turn is likely to have reduced our powers of concentration. A study by\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eMicrosoft in Canada found that average concentration spans had fallen from\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e12 to 8 seconds between the turn of the century and 2015.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWhere technology and social media lead, culture tends to follow. And so we\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eshould not be surprised to learn that the world of literature is not immune to\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethe forces of pointiness. According to The Times (22 Nov), researchers have\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003efound that the average sentence in British fiction has dropped from 12.73\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewords to 11.87 words since the early 90's. Sentence complexity has also\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ereduced, with a 25% fall in the use of semi-colons. There does, however,\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eappear to be one trend in fiction which might put it ahead of the curve,\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003enamely a significant drop in the use of exclamations marks. Let's hope this\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003etranslates over to social media!!!! LOL!!!\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe lesson is very simple. It's getting ever more difficult to win people's\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eattention. Therefore, when you do, you must accelerate to your point rather\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethan drift towards a generalised resolution. The jeopardy of not doing so was\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ebrought home to me by a very senior Client who'd fired his last agency even\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethough they'd done some familiar and well-known work. The trouble with this\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ework, and the reason for the move of agencies, was that it didn't get to the \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003epoint. People had seen it, but didn't know what to do with it. It lacked a\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecompelling point of view about what to do next. It lacked intent.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSo the pointiness agenda can be a very stern taskmaster. We all know that\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eour communication should be distilled and our strategies concise. However,\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003econcentration and compression are easier said than done. To paraphrase\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eGeorge Orwell's paraphrase of Blaise Pascal, \\u0022I would have written a shorter\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eletter, but didn't have the time\\u0022.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePruning and cutting back are laborious processes. They can also be fraught\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewith politics. The fight for brevity and compression can sometimes leave\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003epeople feeling left out, as it requires a certain ruthlessness. Sacrifices have\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto be made and metaphorical toes trodden on. It is easy to complicate and\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003edifficult to simplify, but many people prefer the easier path.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDescribing someone as 'singular' is seldom a great compliment. It suggests\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethey lack nuance and depth. But for brands, being singular is the highest\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003epossible accolade. Think of any brand you admire and I bet it is shot through\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewith singularity. Singularity of identity, purpose, values, design, tone of voice\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand message are the hallmarks of brand pre-eminence, whatever the\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecategory, whatever the field - from Chanel to Cadbury, from Apple to Ikea,\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003efrom Oatly and O2 to Patek and Patagonia.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eI wrote about the importance of your brand having a 'thing' exactly a year\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eago. My Christmas present this year is to recommend that your thing also\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehas a point. In his magnificent new publication Look Out, Orlando Wood talks\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eabout the importance of attracting right brain, 'broadbeam' attention. He also\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003echronicles the decline in advertising of the very features that win such\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eattention; things like wordplay, characters, dialogue, distinctive accents and a\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eclear sense of place.\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThese are all fantastic ingredients for pointy, thingy communication. And yet\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003etoo many campaigns are actively failing to use them, a problem which is\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ereflected in the sustained decline of creative effectiveness as observed by\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethe IPA. Fear not, however, because at this time of good cheer the answer is\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esimple. If your brand currently lacks bite, then, to quote Alvin and the\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eChipmunks, it's possible that all it wants for Christmas is some new front\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e teeth. On which note I wish you all a very Merry Christmas and a Happy, Thingy, Pointy New Year.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"quote\":\"The lesson is very simple. It's getting ever more difficult to win people's\\u00a0\\nattention.\",\"blockId\":\"761IP\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-761IP\"} \/-->","post_title":"Charles Vallance 'Getting to the Point'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"charles-vallance-getting-to-the-point","to_ping":"","pinged":"","post_modified":"2021-12-06 15:58:18","post_modified_gmt":"2021-12-06 15:58:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14368","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16461,"post_author":"61","post_date":"2023-04-27 10:15:11","post_date_gmt":"2023-04-27 09:15:11","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"821210960\",\"blockId\":\"ZBzXGl\",\"blockUniqueClass\":\"lazyblock-video-ZBzXGl\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday \\u003c\/span\\u003e\\u003cb\\u003eHonda Motor Europe Motorcycles\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the world's largest motorcycle manufacturer, is launching its latest campaign, \\u003c\/span\\u003e\\u003cb\\u003eWithout you, it\u2019s just a road \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eas part of its mission to engage its demographic of current and non-bike riders to join and feel proud to be part of its rider community.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThrough cross agency collaboration between \\u003c\/span\\u003e\\u003cb\\u003eVCCP Madrid and VCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003enew brand campaign builds on \u2018The Power of Dreams\u2019, focusing on the experience of the Honda bike rider and showcasing the fun that can be had from riding a Honda Bike, rather than the bike itself.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePlacing the rider at the core of the campaign, the simple slogan was created to encourage fellowship and to engage the huge community of Honda Riders in Europe and show them that the motorcycle brand understands what is important to riding communities. That they can have fun, play and feel the adrenaline to the fullest at every moment and connect on the road. Without the community of riders, a road is just a road.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAt the heart of the campaign is a cinematic 120\u201d film which follows a number of different bike riders on the road, riding through various landscapes and climates showing that the community is open to everyone. It celebrates the camaraderie of being a rider whether you are strangers or longtime companions. The film depicts couples, friends and strangers riding the iconic Honda Motor Europe Motorcycles together and showcases the joy they feel on the road. The visually bold film begins with a voiceover stating \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cIt\u2019s just a road. One long empty road. When you choose to ride it you bring it to life\u201d, \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehighlighting the meaning riding can have. The music creates a relaxing experience, which accompanied with the voiceover, takes the audience on an emotive journey.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eNick Bennett, European Brand Marketing Section Manager at Honda Motor Europe Motorcycles said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cWe know that riding communities are very important to riders and we want to offer them a way to connect as they are the heart of our brand. We are proud of this campaign and the messages it conveys. There is a bike for everyone and you can find the right community for you.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eBeto Nahmad, Executive Creative Director at VCCP Madrid added\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cIt is a pleasure for us to be able to work together and ride with Honda Motor Europe Motorcycles. It's an exciting race every day. We have realised that riders enjoy the road much more with their tight community, and without them the road is just pavement. This ride has been all about teamwork, enjoying the emotions and friendship, and that's what life is all about.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs the world's largest motorcycle manufacturer, inclusivity in riding is important to Honda, which is why the brand prides itself on offering a bike to suit everyone. It believes now is the perfect time to get out there and would like this campaign to inspire people to get on two wheels so they can experience the joy that comes from riding. This all ties back to Honda founder Soichiro Honda\u2019s mantra of \u2018mobility for all\u2019. Anyone who wants to become a rider has the ability to become one with the right bike.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run from today across Europe in countries including UK, Austria, Germany, Italy, Spain, Portugal, Netherlands, Belgium, Switzerland, France, Czech, Poland, Slovakia and Hungary on social and online.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1dJklm\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1dJklm\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%2201_HONDA_1X1_WITH-LOGO-2%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_1X1_WITH-LOGO-2.png'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22300%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_1X1_WITH-LOGO-2-300x300.png%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20loading=%5C%22lazy%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_1X1_WITH-LOGO-2-300x300.png%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_1X1_WITH-LOGO-2-1024x1024.png%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_1X1_WITH-LOGO-2-150x150.png%20150w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_1X1_WITH-LOGO-2-768x768.png%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_1X1_WITH-LOGO-2.png%201080w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:16466,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=16466%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_1X1_WITH-LOGO-2.png%22,%22sizes%22:%22%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%2201_HONDA_PIEZAS_1X1_WITH_LOGO-1%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_PIEZAS_1X1_WITH_LOGO-1.png'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22300%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_PIEZAS_1X1_WITH_LOGO-1-300x300.png%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20loading=%5C%22lazy%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_PIEZAS_1X1_WITH_LOGO-1-300x300.png%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_PIEZAS_1X1_WITH_LOGO-1-1024x1024.png%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_PIEZAS_1X1_WITH_LOGO-1-150x150.png%20150w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_PIEZAS_1X1_WITH_LOGO-1-768x768.png%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_PIEZAS_1X1_WITH_LOGO-1.png%201080w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:16467,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=16467%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/04\/01_HONDA_PIEZAS_1X1_WITH_LOGO-1.png%22,%22sizes%22:%22%22%7D%7D%5D\",\"blockId\":\"Z1gvwuk\",\"blockUniqueClass\":\"lazyblock-two-column-images-Z1gvwuk\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We have realised that riders enjoy the road much more with their tight community, and without them the road is just pavement. This ride has been all about teamwork, enjoying the emotions and friendship, and that's what life is all about.\",\"quotee\":\"Beto Nahmad, Executive Creative Director at VCCP Madrid\",\"blockId\":\"Z25P4Ol\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z25P4Ol\"} \/-->","post_title":"Without You, it's just a road","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"without-you-its-just-a-road","to_ping":"","pinged":"","post_modified":"2023-04-27 10:15:11","post_modified_gmt":"2023-04-27 09:15:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16461","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16376,"post_author":"61","post_date":"2023-03-31 09:04:55","post_date_gmt":"2023-03-31 08:04:55","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"0lXmWSgxAy4\",\"blockId\":\"Z2j5by\",\"blockUniqueClass\":\"lazyblock-video-Z2j5by\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eToday, \\u003cstrong\\u003eO2 \\u003c\/strong\\u003elaunches its latest \u2018Switch Up\u2019 campaign with UK agency of record, \\u003cstrong\\u003eVCCP London,\\u003c\/strong\\u003e to celebrate that new and existing customers can switch to a new phone whenever it suits them, and O2 will pay off their current contract.\\u003c\/p\\u003e\\n\\u003cp\\u003eO2\u2019s latest \\u003cstrong\\u003e\u2018Switch Up\u2019\\u003c\/strong\\u003e campaign showcases how easy it is for customers to say yes to new and exciting technology whenever it suits them, meaning they don\u2019t have to stick with the same phone until the end of their contract.\\u003c\/p\\u003e\\n\\u003cp\\u003eWith Switch Up, O2 is challenging the category standard of rigid mobile contracts, and is giving customers the ultimate freedom and choice. The integrated campaign also premieres its new brand ethos - \u2018See what you can do\u2019 - which encapsulates its mission to give its customers the freedom to cater to their own needs and to free themselves from outdated industry conventions.\\u003c\/p\\u003e\\n\\u003cp\\u003eAt the heart of this campaign is O2\u2019s much loved blue robot, Bubl, who appears even at the most unexpected times or places reminding customers that they can switch to a new device. \u201cEven now!\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003ePlanned by media agency partner, MG OMD, O2 has partnered with ITV1 for a special ad break which will take place during this Saturday Night Takeaway. Bubl will surprise viewers by jumping out of bespoke ITV1 introductions in the breaks, to remind viewers how easily they can get a new phone and reinforcing the disruptive campaign message. In addition to the ITV partnership, O2 has also partnered with easyJet holidays and Google Pixel, whose existing adverts will be placed for Bubl to burst through and surprise the audience with the opportunity to Switch Up.\\u003c\/p\\u003e\\n\\u003cp\\u003eMG OMD\u2019s media strategy has been planned to complement the creative and emulate the disruptive nature of the market-leading proposition across all touch points. High exposure channels are supported by OOH sites that use the visuals of Bubl bursting out of gallery paintings, drum sets and even birthday cakes. As well as social posts that will be bespoke to the different platforms and display posts that will use standout formats such as InScreen expendables. Linear radio and digital audio will be used to disrupt users while they are listening.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe 40\u201d hero film was directed by award-winning director, Dave Laden, and features a woman and Bubl trying out the O2 Switch Up offering in different comical scenarios. The film begins off with her cooking in her kitchen while on the phone. She says \u201cSo I can choose when I get a new phone with O2 Switch Up? \u201cLike now?\u201d as she walks over to the freezer and opens it and Bubl pops up and hands her a new phone. Bubl then surprises her with a new phone in various situations. From martial arts practice, in a club queue, at the dentist and at a dog's birthday party. The final frames show her performing an ultrasound before saying \u201cNot now\u201d.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eFor the music, O2 worked with Trait to create a sound that elevates the moment when Bubl appears. The music builds up to complement the comedic nature of the film and is catchy so that it sticks in people\u2019s minds. O2 wanted a sonic device which sounded funny, slightly off the wall and irreverent, basically dramatising the weirdness of Bubl appearing in all sorts of odd locations, from sinks to giant hairdos. A big part of the inspiration for the sound was the promotional language itself, specifically the word 'NOW'.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eSimon Groves, Director Brand and Marketing at Virgin Media O2 said\\u003c\/strong\\u003e: \\u003cem\\u003e\u201cWe\u2019re putting our customers in control, \u00a0giving them the ultimate freedom and choice to choose a new phone when it suits them. At a time of so much uncertainty, we want to make it easier for people to get their hands on the latest and most popular phones whenever it suits them, and continue to breakdown the barriers of rigid phone contracts, giving customers the freedom to decide what they want, when they want it.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eKimberley Gill, Creative Director at VCCP London added\\u003c\/strong\\u003e: \\u003cem\\u003e\u201cHaving the option to choose if and when you want to have an upgrade is exciting. You have the power and when you say so, you will have a new phone in your hands. Switch Up puts the customer first and we are thrilled to work on a campaign that challenges industry standards.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThe integrated campaign will run in the UK from today until 11th May on TV, OOH, Digital and linear audio, social, retail and OLV. Media has been planned and executed by Manning Gottlieb OMD. 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