{"id":17411,"date":"2023-09-18T12:14:01","date_gmt":"2023-09-18T11:14:01","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17411"},"modified":"2023-09-18T12:14:01","modified_gmt":"2023-09-18T11:14:01","slug":"darren-bailes-on-channel-5","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/sep\/darren-bailes-on-channel-5","title":{"rendered":"Darren Bailes on Channel 5"},"content":{"rendered":"<div class=\"lazyblock-video-Z1jQGMo wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/863899759?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-2aMgAD wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">How did the idea of the Compare the Market meerkats come to life and how have they captured the nation\u2019s hearts for years?<\/span><\/p>\n<p><span style=\"font-weight: 400\">VCCP\u2019s <\/span><b>Global Chief Creative Officer<\/b><span style=\"font-weight: 400\">, <\/span><b>Darren Bailes <\/b><span style=\"font-weight: 400\">was on <\/span><b>Channel 5<\/b><span style=\"font-weight: 400\">&#8216;s &#8216;Britain&#8217;s Favourite Ads of the 70s &amp; 80s&#8217;. The show celebrates some of the most memorable, funny and sometimes shocking British TV adverts. <\/span><span style=\"font-weight: 400\">Darren talked through the history of our <\/span><b>Compare The Market Meerkat<\/b><span style=\"font-weight: 400\"> campaign, the impact it has on the British nation for over 14 years, and the story of how the creative idea of using an aristocratic meerkat developed into a longstanding strategy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Speaking about how the original campaign idea came to life, Darren addressed the question that was asked by several of the show\u2019s participants: \u201cHow do you go about coming up with the idea of a meerkat telling you how to find cheaper car insurance?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">Explaining the initial idea that sparked the creative process, Darren unveiled how an unusual and bizarre idea someone on his creative team came up with while riding his bike became one of the most famous and most loved campaigns in British history.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The creative spark? Compare the Market sounded a bit like Compare the Meerkat.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Darren then elaborated how this evolved; a young creative team developed an idea \u201cWhat if Compare the Market was kind of a parallel business?\u201d Darren then explained &#8220;And we had this meerkat and he\u2019s aristocratic, wears a smoking jacket and lives in an oak panelled house. And the issue is that people keep going to his website when he wants them to go to Compare The Market.&#8221;<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">Darren admitted it was random, but explained that this is part of the allure of the campaign, and having a solid backstory to the creative idea meant that the meerkats have continued to engage viewers for over 14 years. \u201cIt\u2019s story, it\u2019s character, it\u2019s depth, and it makes people want to know why. And slowly but surely we explain this.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">A large part of the idea played on the affection of the British public for meerkats, creating a mascot that would capture viewers&#8217; attention but also build a lasting impact. <\/span><span style=\"font-weight: 400\">A significant part of the process was about taking creative risks, as was creating a dichotomy &#8211; namely by creating accents for the characters.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Despite the unconventional idea, the idea was so effective, it even impacted the creative idea behind rival insurance brand Go Compare\u2019s own strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Darren\u2019s story highlights that creativity has no bounds. From a quirky linguistic connection to the emergence of an aristocratic meerkat as a brand icon, it\u2019s a testament to the power of storytelling and creating daring. The meerkats\u2019 enduring charm and influence extend far beyond the brand, reshaping the advertising landscape itself and leaving a lasting imprint on the industry.\u00a0<\/span><\/p>\n<p>Watch the full episode of <span style=\"font-weight: 400\">&#8216;Britain&#8217;s Favourite Ads of the 70s &amp; 80s&#8217; on Channel 5 <a href=\"https:\/\/www.channel5.com\/show\/britain-s-greatest-adverts\">here<\/a><\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","categories":[191],"class_list":["post-17411","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["988"],"client_id":"10351","hero_video":"","hero_image":{"ID":17463,"id":17463,"title":"4","filename":"4-2.png","filesize":1259062,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2.png","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/sep\/darren-bailes-on-channel-5\/attachment\/4-5","alt":"","author":"64","description":"","caption":"","name":"4-5","status":"inherit","uploaded_to":17411,"date":"2023-09-18 11:10:17","modified":"2023-09-18 11:10:17","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\/09\/4-2-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/4-2-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Darren Bailes on Channel 5","meta-description":"VCCP\u2019s\u00a0Global Chief Creative Officer,\u00a0Darren Bailes\u00a0was on\u00a0Channel 5's 'Britain's Favourite Ads of the 70s &amp; 80s'.","social-media-image":false,"news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17219,"post_author":"64","post_date":"2023-08-14 14:43:09","post_date_gmt":"2023-08-14 13:43:09","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003ePrimark\\u003c\/strong\\u003e, the international fashion retailer, has appointed \\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e as its global branding and creative agency partner following a three-way competitive pitch process.\\u003c\/p\\u003e\\n\\u003cp\\u003eAs Primark ramps up its expansion across new markets, channels and products and grows\u00a0\\u003cbr \/\\u003eits brand across Europe and the US, VCCP has been tasked with creating a global creative platform that brings the passion of the Primark brand to life through all its communications. Building on the foundations of Primark\u2019s brand strategy, purpose and values which the retailer has spent the last year developing, the platform will act as the springboard for Primark\u2019s campaigns, with the first campaign going live in key markets US and Germany imminently.\\u003c\/p\\u003e\\n\\u003cp\\u003eVCCP will work with Primark to create a powerful and differentiated 360 visual identity as well as developing its brand architecture and supporting the retailer to build out its communications and vision around Primark Cares, its strategy to become a more\\u003cbr \/\\u003esustainable and circular business by 2030. The global account will be run by both \\u003cstrong\\u003eVCCP London\\u003c\/strong\\u003e and \\u003cstrong\\u003eVCCP US\\u003c\/strong\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003eThis follows the appointment of Michelle McEttrick last September to the newly created position of Chief Customer Officer with a remit to further develop the Primark brand and customer strategy.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eCommenting on the partnership, \\u003cstrong\\u003eMichelle McEttrick, Chief Customer Officer at Primark\\u003c\/strong\\u003e said: \u201cWe are delighted to be teaming up with such a talented group of people as we take the Primark brand to the next level. Our brand is at different stages across our 16\\u003cbr \/\\u003ecountries and with plans to reach 530 stores by the end of 2026, ensuring a simple, consistent, and focused approach which allows flexibility in-market will be essential for our continued success.\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong style=\\u0022font-size: revert;color: initial\\u0022\\u003eJulian Douglas, International CEO, VCCP said: \\u003c\/strong\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003e\u201cVCCP\\u003c\/span\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003e is thrilled to create a long term \\u003c\/span\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003epartnership with Primark, an iconic brand on the shopping streets of Europe with huge global \\u003c\/span\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003egrowth ambitions.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z293fPf\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z293fPf\"} \/-->","post_title":"Primark appoints VCCP as global branding and creative agency partner","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"primark-appoints-vccp-as-global-branding-and-creative-agency-partner","to_ping":"","pinged":"","post_modified":"2023-09-18 17:04:03","post_modified_gmt":"2023-09-18 16:04:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17219","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16412,"post_author":"61","post_date":"2023-08-09 11:05:50","post_date_gmt":"2023-08-09 10:05:50","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Group\u2019s Digital and Innovation company, \\u003c\/span\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, has today appointed a new Head of Strategy, Iva Johan. Johan joins to lead the strategic capability across business design, service design and experience strategy. She starts with immediate effect and will report to Peter Grenfell, CEO Bernadette and COO, VCCP.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJohan joins following last year\u2019s launch of Bernadette from VCCP. Bernadette\u2019s mission is to make digital more valuable, by challenging the bad habits of the industry. Championing creativity and collaboration to unlock true innovation and deliver valuable digital experiences worth talking about. \\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eShe will work across the agency\u2019s client base and remit of digital experiences, products and campaigns for brands including Virgin Media O2, Cadbury, Kia and Canon. Leading strategic thinking and working alongside Chief Design Officer, Jonny Goodall who oversees creative output.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBefore joining Bernadette Johan worked at ustwo, where she was most recently the Head of Strategy. During her tenure there she divided her time between leading on strategy and transformation programmes of work on major accounts and heading up the strategy practice. She led and grew a team of strategists and focused on expanding ustwo's offer by extending capability in business design, business strategy and go-to-market s\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003etrategy\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. Her role included work on designing new product and service propositions, business models and ventures to more hands-on change delivery in organisations.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith over 20 years experience in launching new brands and products, and over 10 years in digital, her previous clients included Three, Qantas, Ford and most recently she worked on the much loved, multi award-winning The Body Coach app.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWorking both in-house and in agencies with varying team structures, \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eshe excels when her team are encouraged to think outside of the box and challenge themselves to deliver meaningful, exciting and impactful digital products and services to market.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eIva Johan, Head of Strategy at Bernadette said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e:\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cI am thrilled to be joining Bernadette, not only because of the brilliant people, work and creativity, but also because of the ambition. As someone who loves taking complex problems from idea to solution, I love the fact that we challenge ourselves and our industry to do things differently, more efficiently and better.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003ePeter Grenfell, CEO Bernadette added\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cIt\u2019s amazing to have Iva on board, she brings a wealth of knowledge and thought leadership in the digital space that will help to further build the unique Bernadette proposition in the market as we grow in the UK and internationally.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZqKXBX\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZqKXBX\"} \/-->","post_title":"Bernadette welcomes new Head of Strategy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"bernadette-welcomes-new-head-of-strategy","to_ping":"","pinged":"","post_modified":"2023-08-09 11:16:10","post_modified_gmt":"2023-08-09 10:16:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16412","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17197,"post_author":"64","post_date":"2023-08-04 09:43:01","post_date_gmt":"2023-08-04 08:43:01","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003eVCCP Singapore\\u003c\/strong\\u003e has today unveiled two new super hires to strengthen its leadership team and propel the agency to its next stage of growth. Katya Obolensky joins the agency as Managing Director alongside new hire, Mark Teal who becomes its Chief Marketing Officer. Both hires start with immediate effect.\\u003c\/p\\u003e\\n\\u003cp\\u003eVCCP Singapore has experienced rapid growth since its launch in 2019 after winning founding client Shell. In its short time it has grown to 25 people, created award-winning creative work for industry leaders such as Cathay Pacific, Deliveroo, Sun Life and Toll and was even crowned Independent agency of the year in 2020, in only its second year of operation.\\u003c\/p\\u003e\\n\\u003cp\\u003eObolensky and Teal join to lead the agency\u2019s development, further strengthen the agency\u2019s presence in Singapore and drive growth into other Asian markets. As Managing Director, Obolensky will also ensure the creative shop continues to deliver outstanding creative work and exceptional client service.\\u003c\/p\\u003e\\n\\u003cp\\u003eKatya Obolensky most recently led the Virgin Media O2 account in VCCP\u2019s HQ in London, but joined the\u00a0 London arm as a Senior Account Director in 2015. Her impressive work and exceptional leadership skills have propelled her to a meteoric rise after only eight years with the agency. With over fifteen years of experience in the advertising industry, both in New York City and London, Obolensky brings a wealth of experience to the agency. Beginning her career at JWT NYC working on the Microsoft account, she then moved to London where she joined M\\u0026amp;C Saatchi and contributed to the success of various high-profile clients such as Hyundai, Currys\/PC World, Public Health England, and Havana Club alongside introducing several cultural initiatives which led to her taking on a global network role, where she played a pivotal role in nurturing international offices and securing international clients.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eKatya Obolensky, Managing Director at VCCP Singapore added, \u201cI\u2019m absolutely thrilled to be bringing the challenger spirit of VCCP London to Singapore, and couldn\u2019t be more pleased to have Mark join us at such an exciting time in our growth story. We\u2019ve had an incredible few years and I\u2019m excited to take our Asia offering to its next stage \u201d\\u003c\/p\\u003e\\n\\u003cp\\u003eMark Teal is also a seasoned veteran in the realm of advertising and marketing technology, with a track record that spans over two decades. Teal joins from Wunderman Thompson where he was Head of Business Development and led on garnering marketing technology partnerships as well as leading creative and technology related pitches for the agency.\\u003c\/p\\u003e\\n\\u003cp\\u003ePrior to that, Mark was at Digitas as Business Development Director where he invested all of his time on new business with a focus on building Digitas\u2019s capabilities around CRM and CMS build projects. His role of Head Of Business Development in 2019 saw Mark grow the agency's headcount threefold.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eJulian Douglas, International CEO at VCCP\\u003c\/strong\\u003e said, \u201cVCCP Singapore has seen solid momentum, bringing in clients Canon, Cathay Pacific, Toll and Deliveroo and welcoming several new superstar hires. Now with both Katya and Mark on board, we have the right leadership in place to propel the agency and Network even further as we reach the third phase of our global expansion plan which has APAC at the heart of it. I look forward to seeing their impact on our business.\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003eVCCP Singapore is part of VCCP Group which employs more than 1,400+ people across its 11 offices in Auckland, London, New York, San Francisco, Salt Lake City, LA, Sydney, Shanghai, Madrid and Prague.\\u003c\/p\\u003e\",\"blockId\":\"29wqIC\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-29wqIC\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"It's a hugely exciting time to be joining VCCP Singapore. Our unique minimum-viable-network proposition has proven to be successful, I\u2019m keen to scale that further in a way that benefit our clients.\",\"quotee\":\"Mark Teal, Chief Marketing Officer at VCCP Singapore\",\"blockId\":\"Z2aYJ14\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z2aYJ14\"} \/-->","post_title":"VCCP Singapore supercharges leadership teams","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-singapore-supercharges-leadership-teams","to_ping":"","pinged":"","post_modified":"2023-08-04 09:44:09","post_modified_gmt":"2023-08-04 08:44:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17197","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"websites_to_publish":[],"visible_on_home_page":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/17411","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\/64"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=17411"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=17411"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}