{"id":17508,"date":"2023-09-26T10:43:48","date_gmt":"2023-09-26T09:43:48","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17508"},"modified":"2023-09-26T10:43:48","modified_gmt":"2023-09-26T09:43:48","slug":"advertising-association-convenes-uk-advertising-industry-ai-taskforce","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/sep\/advertising-association-convenes-uk-advertising-industry-ai-taskforce","title":{"rendered":"Advertising Association Convenes UK Advertising Industry AI Taskforce"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-20u6Tj 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 style=\"text-align: left\">The<strong> Advertising Association<\/strong> has formed a new <strong>AI Taskforce<\/strong> bringing together senior representatives from across its membership. The aim is to build a coordinated policy approach, in recognition of the rapid need to establish ethical safeguards, develop industry guidelines and work with the <strong>Advertising Standards Authority (ASA)<\/strong> where appropriate to ensure the use of AI in advertising campaigns is transparent and legal, decent, honest, and truthful.<\/p>\n<p>The Taskforce meets for the first time this week to ensure the advertising and marketing industry are responsible producers, deployers and end-users of AI. It will also explore the productivity and creativity gains for the industry and wider economic benefits for the UK, following AI\u2019s increasing prominence as a transformative technology. The Taskforce will also aim to ensure the UK is the best place to develop and champion AI in advertising and marketing to reinforce its position as a world-leading hub, and seek to increase the standard and clarity of industry policy on AI ethics and usage \u2013 informed by<br \/>policy in related areas, such as data ethics.<\/p>\n<p style=\"text-align: left\">The Taskforce will be co-chaired by two member organisations of the <strong>Advertising Associations<\/strong> and its <strong>Front Foot network<\/strong> &#8211; <strong>Google<\/strong> \u2013 represented by <strong>Advertising Industry Relations Manager, EMEA, Yves Schwarzbart<\/strong> \u2013 and advertising agency <strong>VCCP<\/strong> \u2013 represented by <strong>Managing Partner and Head of Social Innovation, Alex Dalman<\/strong>. <strong>Stephen Woodford, CEO, Advertising Association<\/strong>, said: \u201cThe establishment of our AI Taskforce comes at a critical time for AI and its use, not just in the UK but in advertising around the world. The Taskforce will focus on the ethical usage of AI in advertising as well as helping develop the UK\u2019s role globally for AI\u2019s influence on marketing and advertising Innovation. This Taskforce draws from the strengths of our AA and Front Foot membership to include the best mix of senior technical, policy and legal experts across the advertiser,agency, platform, and media community.\u201d<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p style=\"text-align: left\"><strong>Alex Dalman, Managing Partner and Head of Social Innovation, VCCP London<\/strong>, said: &#8220;We believe that AI can unlock tremendous potential in advertising and marketing, and that generative AI in particular will be an accelerator of human creativity and innovation \u2014 but we also believe that it must be used responsibly. So, we\u2019re very excited to be part of the AI<br \/>Taskforce where we can help to guide the industry through its latest transformation and participate in important conversations about policy, ethics, and societal impact while keeping a focus on the incredible opportunities that AI presents.&#8221;<\/p>\n<p style=\"text-align: left\"><strong>Yves Schwarzbart, Advertising Industry Relations Manager, EMEA,<\/strong> said: &#8220;With AI being the most profound technology shift that humanity is working on today, it is only right for the UK advertising industry to consider how we can be bold, yet responsible, in the way we harness the potential of AI. I am grateful to the Advertising Association for the opportunity to<br \/>co-chair this important workstream together with Alex, and I look forward to helping play my part in finding the industry\u2019s collective voice on AI and driving these discussions forward.\u201d The Taskforce will convene for a minimum twelve months, with plans to meet quarterly. The<strong> Advertising Association<\/strong> has already been taking an active role in discussing the opportunities and questions posed by AI, with its <strong>International Trade Director, Aisling Conlon<\/strong>, co-hosting the <strong>Creative Industries<\/strong> Gen AI conference earlier this month at the <strong>Emirates Stadium<\/strong> in partnership with the<strong> Department for Business and Trade<\/strong>.<\/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-two-column-text-read-more-Z2dRr4C wp-block-lazyblock-two-column-text-read-more\"><section class=\"fullwidth fullwidth--bottom-lg\" data-aos=\"fade-up\">\n  <div class=\"container container--spaced-lg\">\n      \n        \n    <div class=\"row\">\n      \n            \n    <\/div>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1u1vlf wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        We believe that AI can unlock tremendous potential in advertising and marketing, and that generative AI in particular will be an accelerator of human creativity and innovation \n        <cite>Alex Dalman<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":67,"template":"","categories":[191],"class_list":["post-17508","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":17509,"id":17509,"title":"Artboard 1","filename":"Artboard-1.png","filesize":4738970,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1.png","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/sep\/advertising-association-convenes-uk-advertising-industry-ai-taskforce\/attachment\/artboard-1-5","alt":"","author":"67","description":"","caption":"","name":"artboard-1-5","status":"inherit","uploaded_to":17508,"date":"2023-09-26 08:23:08","modified":"2023-09-26 08:23:08","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\/Artboard-1-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Advertising Association Convenes UK Advertising Industry AI Taskforce","meta-description":"Taskforce to review the developments, benefits, and opportunities  of AI to the UK advertising industry","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Artboard-1-1.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16557,"post_author":"57","post_date":"2023-05-25 10:26:46","post_date_gmt":"2023-05-25 09:26:46","post_content":"<!-- wp:image {\"align\":\"center\",\"id\":16566,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/05\/Team_faith_Group-AI_16x9-2-1024x576.jpg\" alt=\"\" class=\"wp-image-16566\" \/><figcaption>*faith team group shot:<br><strong>Left Top-Right:<\/strong> Alex, Michael, Phil, Luke, Morten&nbsp;<br><strong>Bottom Left - Right:<\/strong> Yariella, Kate, Ben, Peter, Henal, Claire, Harriet and Michael<\/figcaption><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003e\\u003ci\\u003eSage will be the agency\u2019s founding client\\u003c\/i\\u003e\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe UK\u2019s leading creative agency VCCP, is today launching an AI creative agency called \\u003c\/span\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. The new agency will act as the Group\u2019s Generative AI creative shop, producing work for new and existing clients and through a pioneering partnership with two universities will also act as an explorative R\\u0026amp;D hub.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe agency launches globally and will work alongside VCCP\u2019s seven international offices, servicing VCCP\u2019s worldwide roster of clients. VCCP has created and been using generative AI tools for several years within its media, data, planning, production and UX\/UI capabilities. This move sees the network further invest in their AI capabilities to accelerate and diversify their learning and client offering\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewill be spearheaded by VCCP Partnership CEO, Michael Sugden who will also become CEO of faith. The agency will launch with a collective of 14 practitioners made up of creatives, technologists, prompt engineers, strategists, data analysts and makers.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTalking about the agency\u2019s ambition Sugden \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eexplains: \u201cWe have faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination. We reject the notion that AI will make human creativity obsolete. Sugden continues \u201cWe won\u2019t realise this potential however by\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e noodling around with MidJourney and Chat GPT. This is why we\u2019re launching a dedicated agency to advance AI\u2019s creative applications, accelerate our collective learning and share it quickly with our clients\u201d.\\u003c\/span\\u003e\\u003cb\\u003e \\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e launches with a founding client Sage, the leaders in accounting, financial, HR and payroll technology.\\u003c\/span\\u003e\\u003cb\\u003e Cath Keers, Chief Marketing Officer at Sage\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e explains: \u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs a market leading technology company, thousands of Sage customers are already benefiting from AI solutions and services, elevating the work of humans and freeing them from repetitive administration tasks. AI also provides us with powerful insights that help us deliver a more personalised and human experience for our customers.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cWe are excited about the possibilities of this collaboration and what it gives us from a creative agency perspective.\u201d\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e launches with two knowledge sharing R\\u0026amp;D partnerships with universities at the forefront of innovation in the creative and technology sectors.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA Knowledge Transfer Partnership with Staffordshire University\u2019s Digital Technologies and Arts faculty will be focused on designing the new \u201cframeworks for use\u201d within the industry. A partnership with Keele University Business School will explore the implications of AI on the operational and commercial structure of businesses.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Partnership Chief Strategy Officer Michael Lee will also become CSO of \\u003c\/span\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. He explains \u201cWe\u2019re delighted to have partnerships with two of the most forward-thinking universities in the UK. Staffs \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eis a world leader in virtual production, and \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eKeele University has already worked successfully with other industries such as law and architecture to develop and understand the implications and opportunity of real world applications of AI.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDr Colin Rigby, Director of Enterprise\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e at \\u003c\/span\\u003e\\u003cb\\u003eKeele University\u2019s Business Schoo\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003el said: \u201cWe\u2019re very excited to be working in partnership with VCCP. At KBS we\u2019ve been exploring the potential of AI in areas as diverse as neuromarketing, net zero opportunities, customer service and work enrichment. The creative sector is an area of almost unlimited potential for successful application of these new AI capabilities.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eProfessor Carlton Reeve, Associate Dean for Research and Enterprise, School of Digital, Technologies and Arts, Staffordshire University\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added: \u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe have a unique transdisciplinary approach that brings together expertise from diverse but complementary disciplines ranging from art and design to engineering including media, games and computing. Our partnership with VCCP is an important way to explore new ideas and ways of working with AI in the creative sector. It\u2019s great for our staff to share and develop their expertise and for our students who gain invaluable real world experience.\u201d\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith the belief that AI should only ever be used for good, \\u003c\/span\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003elaunches with a detailed generative AI policy based around four principles:\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003col\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Transparent\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e when AI is being used\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Authentic\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, fact-check AI-generated content\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Compliant\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and break no laws\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Ethical\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, only use AI for good\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003c\/ol\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe shop is actively recruiting for further prompt engineers. For further information on faith, please visit \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/capabilities\/ai\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehttps:\/\/www.vccp.com\/capabilities\/ai\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"blockId\":\"Z1AuAtM\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1AuAtM\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We have faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination.\",\"quotee\":\"VCCP Partnership and faith CEO, Michael Sugden \",\"blockId\":\"1ge9h7\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1ge9h7\"} \/-->","post_title":"VCCP launches AI creative agency, faith","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-launches-ai-creative-agency-faith","to_ping":"","pinged":"","post_modified":"2023-05-25 10:38:22","post_modified_gmt":"2023-05-25 09:38:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16557","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17411,"post_author":"64","post_date":"2023-09-18 12:14:01","post_date_gmt":"2023-09-18 11:14:01","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"863899759\",\"blockId\":\"Z1jQGMo\",\"blockUniqueClass\":\"lazyblock-video-Z1jQGMo\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHow did the idea of the Compare the Market meerkats come to life and how have they captured the nation\u2019s hearts for years?\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP\u2019s \\u003c\/span\\u003e\\u003cb\\u003eGlobal Chief Creative Officer\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eDarren Bailes \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewas on \\u003c\/span\\u003e\\u003cb\\u003eChannel 5\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e's 'Britain's Favourite Ads of the 70s \\u0026amp; 80s'. The show celebrates some of the most memorable, funny and sometimes shocking British TV adverts. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDarren talked through the history of our \\u003c\/span\\u003e\\u003cb\\u003eCompare The Market Meerkat\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e 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\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSpeaking 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\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eExplaining 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\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe creative spark? Compare the Market sounded a bit like Compare the Meerkat.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDarren 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 \\u0022And 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.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDarren 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\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA large part of the idea played on the affection of the British public for meerkats, creating a mascot that would capture viewers' attention but also build a lasting impact. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA significant part of the process was about taking creative risks, as was creating a dichotomy - namely by creating accents for the characters.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDespite the unconventional idea, the idea was so effective, it even impacted the creative idea behind rival insurance brand Go Compare\u2019s own strategy.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDarren\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\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eWatch the full episode of \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e'Britain's Favourite Ads of the 70s \\u0026amp; 80s' on Channel 5 \\u003ca href=\\u0022https:\/\/www.channel5.com\/show\/britain-s-greatest-adverts\\u0022\\u003ehere\\u003c\/a\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"2aMgAD\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-2aMgAD\"} \/-->","post_title":"Darren Bailes on Channel 5","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"darren-bailes-on-channel-5","to_ping":"","pinged":"","post_modified":"2023-09-18 12:14:01","post_modified_gmt":"2023-09-18 11:14:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17411","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"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/17508","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\/67"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=17508"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=17508"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}