{"id":17416,"date":"2023-09-13T10:33:09","date_gmt":"2023-09-13T09:33:09","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17416"},"modified":"2023-09-14T13:18:04","modified_gmt":"2023-09-14T12:18:04","slug":"mondelez-internationals-latest-campaigns-dominate-as-the-most-effective-in-system-1-testing","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/sep\/mondelez-internationals-latest-campaigns-dominate-as-the-most-effective-in-system-1-testing","title":{"rendered":"Mondel\u0113z International\u2019s Latest Campaigns Dominate as the Most Effective in System 1 Testing"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z1ei59t 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\">We are delighted to see that our latest Mondel\u0113z International campaigns for Ritz, Cadbury Dairy Milk and Dairylea have proven to be the three most effective campaigns that leading global marketing research and effectiveness company, System 1, has ever tested for these brands.<\/span><\/p>\n<p><span style=\"font-weight: 400\">System 1, evaluated the three campaigns and found that they each achieved top percentile rankings for both short and long-term effectiveness, firmly establishing their impact on consumer perceptions and market share. Dairylea and Cadbury Dairy Milk secured an impressive 2nd and 3rd positions in their categories, for long-term effectiveness.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Andrew Tindall, at System 1 offered high praise for our advertising prowess. In his analysis, Andrew emphasised the exceptional \u201cfluency\u201d (correct brand linkage) achieved by these campaigns, saying: \u201cThe real art, Fluency is through the roof. <\/span><span style=\"font-weight: 400\">No one&#8217;s deluding <\/span><span style=\"font-weight: 400\">themselves that holding the brand back is the key to building a story or emotions. Over 95% of people correctly recall the brand in each case. So many ads get this wrong.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The accolades don\u2019t stop there. Our Ritz campaign, \u2018Ready when you aren\u2019t\u2019\u00a0 received stellar ratings across all measures, further underscoring their effectiveness.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Star Rating = 4.3 (Strong): This rating indicates the potential for long-term market share growth based on the creative effectiveness of the ads, as measured by viewers\u2019 emotional responses.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Spike Rating = 1.58 (Exceptional): Demonstrating exceptional short-term sales potential, this rating derives from the strength of branding and the intensity of the emotional response evoked by the campaigns.<\/span><\/li>\n<\/ul>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Fluency Rating = 99 (Exceptional): This metric measures the strength of branding in the ads, with fluency driven by the percentage of viewers correctly recognizing the brand by the end of the ad.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Speed of Branding = 90: This measure gauges the speed and accuracy of brand recognition, further highlighting the effectiveness of Mondel\u0113z International\u2019s campaigns.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Emotional Intensity =1.55: A testament to the campaigns\u2019 emotional impact, this rating quantifies the intensity of emotions experienced by viewers.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Perhaps the most impressive statistic from the System 1 report is the fact that a staggering 99% of respondents correctly recognised the brands featured in these ads by the end of each advertisement. This level of brand recall is a testament to the campaigns\u2019 effectiveness in leaving a lasting impression on viewers.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In addition to their exceptional ratings, Ritz\u2019s Ready When You Aren\u2019t campaign\u00a0 also ranked in the top 25% of all campaigns in the Bakery Products category, further solidifying its impact and influence.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Our commitment to creating effective and engaging advertising campaigns has not only captured the attention of consumers but has also set new standards in the advertising world. With Ritz, Cadbury Dairy Milk, and Dairylea leading the way, it&#8217;s clear that it\u2019s clear that the company\u2019s dedication to excellence is yielding impressive results.\u00a0<\/span><\/p>\n<p>Read more in the System 1 reports: <a href=\"https:\/\/testyourad.system1group.com\/report\/8d38bba9-a121-4de3-b76b-29546ed690f9\" target=\"_blank\" rel=\"noopener nofollow noreferrer\"><u> Ritz. Ready when you aren&#8217;t\u00a0<\/u><\/a> Dairylea, <a href=\"https:\/\/testyourad.system1group.com\/report\/1289e008-4247-47ce-8277-4bd3e6cbd8a4\" target=\"_blank\" rel=\"noopener nofollow noreferrer\"><u>Set them free with Dairylea<\/u><\/a> and Cadbury Dairy Milk <a href=\"https:\/\/testyourad.system1group.com\/report\/4f62fdcc-9bfd-4bd3-898d-a9acff31608d\" target=\"_blank\" rel=\"noopener nofollow noreferrer\"><u>There&#8217;s a Glass &amp; a Half in Everyone<\/u><\/a><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-ZDsddD wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Screenshot-2023-09-12-at-18.08.52.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Screenshot-2023-09-12-at-18.08.52.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Screenshot-2023-09-12-at-18.08.01.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Screenshot-2023-09-12-at-18.08.01.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                <div class=\"carousel-controls\">\r\n          <a class=\"carousel-control-prev btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","categories":[191],"class_list":["post-17416","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["988"],"client_id":"17226","hero_video":"","hero_image":{"ID":17446,"id":17446,"title":"Untitled design (1)","filename":"Untitled-design-1-3.png","filesize":2367261,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3.png","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/sep\/mondelez-internationals-latest-campaigns-dominate-as-the-most-effective-in-system-1-testing\/attachment\/untitled-design-1-10","alt":"","author":"64","description":"","caption":"","name":"untitled-design-1-10","status":"inherit","uploaded_to":17416,"date":"2023-09-14 11:42:27","modified":"2023-09-14 11:42:27","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\/Untitled-design-1-3-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Ritz, Cadbury Dairy Milk, and Dairylea Lead the Pack in Short and Long-Term Effectiveness","meta-description":"","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Untitled-design-1-3.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17406,"post_author":"67","post_date":"2023-09-11 14:34:08","post_date_gmt":"2023-09-11 13:34:08","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eLondon, 8th September 2023:\\u003c\/b\\u003e \\u003cb\\u003eWatermelon Research\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, part of \\u003c\/span\\u003e\\u003cb\\u003eVCCP Group\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, today announced the official launch of \\u003c\/span\\u003e\\u003cb\\u003eCalico\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, a new technology-focused market research operations agency\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith a mission to make their clients\u2019 lives easier the new agency aims to provide a \u2018one-stop shop\u2019 for specialised Insight agencies to get all of their operational needs from just one provider.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCalico is brought to market by Mark Squires, CEO of Watermelon Research, a leading CX agency that drives tangible business improvements for large organisations across a range of sectors.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMark Squires, CEO of Watermelon Research\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cAt Watermelon, we\u2019ve always taken a client-focussed approach to our business, immersing ourselves in our clients\u2019 cultures and ways of working, integrating with them and acting as one team.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cOur goal with Calico is to provide this same service to the rest of the industry and deliver best-in-class operations to other agencies that want to focus on insight and analysis, rather than supplier management and operational headaches.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBacked by a team of seasoned experts and powered by state-of-the-art technologies, Calico is primed to deliver on its three core business propositions: complex survey scripting, global fieldwork and data services.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCalico will manage all MR operations including translations, quality procedures and data processing, and will be led by David Adley, who started his career at Facts International\u2019s operations centre in 2010 and has been Watermelon\u2019s Director of Operations since 2020.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eDavid Adley, Managing Director of Calico\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added: \u201cOur in-house team of programmers and client managers not only understand the principles of market research, but also the pressures of our industry, and our goal is to provide a transparent and trustworthy service to our clients\u201d said Adley, adding \u201cThe team we\u2019ve put together really loves what they do and can\u2019t wait to get out there and work with other passionate researchers to provide a hassle-free solution to MR Ops.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe name Calico draws inspiration from calico cats, who proudly display three colours in their coats, and Calico will similarly present three clear business priorities:\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cul\\u003e\\n\\u003cli\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eExpert survey scripting - from the simple to the highly complex (including max diffs,\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003c\/ul\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003econjoints and integration with external software), Calico\u2019s in-house team of programmers\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003escript surveys in multiple platforms and optimise survey design to deliver engaging and user-friendly interfaces.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cul\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eEfficient and tailored global fieldwork - Calico partners with dozens of consumer, B2B and specialist panels, deploying and blending them independently and impartially based on their suitability to provide the best solution for each and every project.\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eQuality-focussed data solutions - utilising market-leading automated in-survey checks\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003c\/ul\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ealongside a large in-house team of QC specialists, Calico will provide ultimate flexibility on how data is processed and provided, backed up with state of the art data security and protection, with ISO 27001 and Cyber Essentials accreditation.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZxJrIG\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZxJrIG\"} \/-->","post_title":"VCCP Group launches Calico to revolutionise Market Research Operations","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-group-launches-calico-to-revolutionise-market-research-operations","to_ping":"","pinged":"","post_modified":"2023-09-11 14:34:08","post_modified_gmt":"2023-09-11 13:34:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17406","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17326,"post_author":"57","post_date":"2023-09-04 11:07:15","post_date_gmt":"2023-09-04 10:07:15","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4 style=\\u0022text-align: left\\u0022\\u003eFor his latest Campaign column, VCCP's Chairman and Founding Partner Charles Vallance asks if we are beginning to see light at the end of the permacrisis tunnel.\\u003c\/h4\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAre we beginning to see a chink of light at the end of the permacrisis tunnel?\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIt may be faint, and it may be flickering, but it looks like a slight glow is detectable. The last few weeks have seen a steady flow if not of exactly good news, then at least of less than exactly bad news.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHeadline inflation fell from 7.9 percent in June to 6.8 percent in July. Still high. But lower, all the same. Even core inflation is beginning to subside, falling from 7.3 percent in May, to 6.9 percent in June and 6.8 percent in July.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOn the demand side, wages grew by 7.8 percent in the April to June period, the highest annual growth rate since comparable records began in 2001, which means that wage inflation is now outstripping price inflation. According to GfK, savings confidence was at a 21-month high in June, which is perhaps not surprising given that, according to the Bank of England, household deposits stood at \u00a3340 billion, 23 percent higher than they were on the eve of the pandemic.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIt is important, of course, that these positive statistics are seen in the context of more negative ones. For instance, after hitting a 50-year low, unemployment has edged up from 3.8 percent to 4.2 percent over recent months. Similarly, having climbed to a 17-month high in June, the GfK Consumer Confidence Index fell back by 6 points in July.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eMore importantly still, it is vital to understand that the effects of the cost of living crisis are very far from evenly distributed. Some groups in society have been less impacted, and have even been cushioned by what David Smith recently described in the Sunday Times as \\u0022involuntary savings\\u0022. In a segmentation study commissioned by VCCP, these groups are classified as 'Carefree Comfortables', representing 33 percent of the population. For other groups, the impact has been severe, and they have faced serious financial difficulties ever since the spike in inflation began nearly two years ago. In the same study, these groups are classified as 'Just Hanging On\u2019, representing 27 percent of the population and highlighting the polarised nature of the cost of living crisis and the severity of its effects across different social groupings.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJust like the economic news, it is a mixed picture, with mixed signals. Some markets are doing very well, especially 'revenge spending' categories such as holidays, flights and live events. Other categories are struggling, particularly those that are affected by high interest rates, such as house sales and new car purchases.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe big question, as we look ahead, is whether the recent trickle of good news will gain sufficient momentum for consumers to feel that the tide is turning, that they are nearing the end of the cost of living crisis. Renewed consumer confidence, coupled with high savings levels, falling inflation and rising wages could herald a bumper year for brands in 2024, certainly by comparison to the last three years.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAccording to a recent survey by Citi Research, it would seem that the consensus within marketing departments is that we might well be turning the corner. They interviewed 175 CMO's in 5 countries and found that the anticipated change in marketing budgets over the next 12 months was +10.5 percent. The UK CMO's within the sample were even more bullish, expecting an 11.8 percent uplift, rising to 18.5 percent over the next 2-3 years.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThese are encouraging findings because a brand is essentially a bet on the future. You invest in it now in order to maximise returns further down the line. If the light at the end of the tunnel is approaching, then the conclusion for CMO\u2019s is clear. Don\u2019t be too late in having the conversation with your CFO about the need to invest ahead of rather than behind the demand that is on the horizon.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBrand predisposition takes time to build, but it is long-lasting and can be efficiently maintained once secured in the minds of consumers. As we head into the recovery, the best shape for marketing budgets will be front loaded so as to anticipate demand. In the famous words of Willie John McBride, there can be advantages to \u201cgetting your retaliation in first\u201d.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"20DwPs\",\"blockUniqueClass\":\"lazyblock-text-full-width-20DwPs\"} \/-->","post_title":"Charles Vallance in Campaign 'Crisis Countdown'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"charles-vallance-in-campaign-crisis-countdown","to_ping":"","pinged":"","post_modified":"2023-09-05 10:02:49","post_modified_gmt":"2023-09-05 09:02:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17326","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"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"}}],"hide_related_items":[],"websites_to_publish":[],"visible_on_home_page":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/17416","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=17416"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=17416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}