{"id":19586,"date":"2025-02-13T15:18:17","date_gmt":"2025-02-13T15:18:17","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=19586"},"modified":"2025-02-13T15:18:17","modified_gmt":"2025-02-13T15:18:17","slug":"vccp-media-bolsters-strategy-team-with-two-new-senior-hires","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2025\/feb\/vccp-media-bolsters-strategy-team-with-two-new-senior-hires","title":{"rendered":"VCCP Media bolsters strategy team with two new senior hires"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z1J1gaV 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\">Today, <\/span><a href=\"https:\/\/www.vccp.com\/\"><b>VCCP Media<\/b><\/a><span style=\"font-weight: 400\"> announces two key new hires, Jack Bellamy, who joins as Head of Creative Partnerships and Georgia Styles, appointed as Strategy Director.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The news comes after VCCP Media expanded its leadership team in September by hiring Managing Director Lindsay Turner, after CEO James Shoreland and CSO Will Parrish joined in early 2024.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Bellamy and Styles will help VCCP Media continue on its mission set out by the new leadership team, of \u2018doing media differently\u2019: using media smarts to unlock growth and help brands populate culture.<\/span><\/p>\n<p><span style=\"font-weight: 400\">After a strong year, 2024 saw the independent media shop\u2019s new business wins included Motability, Naturo and esure. Building on that momentum, the agency is making two new senior hires as it continues to invest in creatively-minded talent.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Jack Bellamy will be responsible for establishing and expanding VCCP Media&#8217;s creative partnership capabilities in the newly created role of Head of Creative Partnerships. Bellamy will work closely with media partners and internal teams across VCCP to unlock the full creative potential of campaigns, helping clients\u2019 brands build cultural relevance and expand into innovative new spaces.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Georgia Styles will focus on delivering growth strategies that drive effectiveness, creativity and integration across VCCP Media\u2019s clients, with a focus on Edgewell Brands (Wilkinson Sword and Bulldog).<\/span><\/p>\n<p><span style=\"font-weight: 400\">Previously, Bellamy held the role of Group Strategy Director at IPG\u2019s media agency, Initiative, where he led strategy for high-profile brands including Deliveroo, GetYourGuide, Carlsberg and Converse. In 2022, Bellamy won the UK Cannes Young Lions competition for media in 2022, and in the same year was named in <\/span><i><span style=\"font-weight: 400\">The Media Leader\u2019s<\/span><\/i><span style=\"font-weight: 400\"> inaugural Future 100 Club for his contributions to championing creativity in media.<\/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\">Prior to joining VCCP, Styles held the position of Associate Director, Communications Design at Initiative UK, where she was responsible for delivering strategic communications planning. Styles worked with clients such as Deliveroo, GetYourGuide, Carlsberg and Ecotone. Before Initiative UK, Styles worked as an Account Director at EssenceMediacom New Zealand, where she worked with Warner Brothers and Universal Pictures. Styles was the winner of the 2024 UK Cannes Festival of Creativity Young Lions competition, within the media category.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Bellamy and Styles will both report to Will Parrish, CSO of VCCP Media.<\/span><\/p>\n<p><b>James Shoreland, CEO at VCCP Media<\/b><span style=\"font-weight: 400\"> said: \u201cGeorgia and Jack are challengers through and through. They understand the importance of doing media differently &#8211; using media smarts to help brands populate culture and unlock growth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cGeorgia and Jack will play pivotal roles in driving VCCP Media\u2019s creative vision and strategic excellence across media partnerships and client work. We are so pleased to have them on board, we look forward to continuing to supercharge VCCP Media together.\u201d<\/span><\/p>\n<p><b>Jack Bellamy, Head of Creative Partnerships at VCCP Media <\/b><span style=\"font-weight: 400\">said: \u201cI\u2019ve always believed that the best work happens when media, creative, social, PR, and all capabilities come together. At VCCP, everything is under one roof, and that\u2019s an incredibly compelling proposition. I\u2019m excited to be tasked with bringing those capabilities together for our clients and media partners.\u201d<\/span><\/p>\n<p><b>Georgia Styles, Strategy Director at VCCP Media <\/b><span style=\"font-weight: 400\">said: \u201cI\u2019ve been watching VCCP\u2019s journey from afar, and it\u2019s exciting to see the way they\u2019re pushing for creative, bold, and culturally impactful work in the media space. I can\u2019t wait to be part of this clever and ambitious team.\u201d<\/span><\/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-quote-full-width-Z2cg5Lr 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        Georgia and Jack are challengers through and through. They understand the importance of doing media differently &#8211; using media smarts to help brands populate culture and unlock growth.  \n        <cite>James Shoreland, CEO at VCCP Media<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","categories":[191],"class_list":["post-19586","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["10112"],"client_id":"","hero_video":"","hero_image":{"ID":19587,"id":19587,"title":"TEMPLATE FOR WEBSITE (18)","filename":"TEMPLATE-FOR-WEBSITE-18.png","filesize":2309359,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18.png","link":"https:\/\/www.vccp.com\/uk\/news\/2025\/feb\/vccp-media-bolsters-strategy-team-with-two-new-senior-hires\/attachment\/template-for-website-18","alt":"","author":"64","description":"","caption":"","name":"template-for-website-18","status":"inherit","uploaded_to":19586,"date":"2025-02-13 14:58:18","modified":"2025-02-13 14:58:18","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\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP Media bolsters offering with senior strategy and creative hires","meta-description":"VCCP Media bolsters offering with senior strategy and creative hires","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-18-1.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":19493,"post_author":"64","post_date":"2025-01-20 12:59:12","post_date_gmt":"2025-01-20 12:59:12","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the global challenger network for challenger brands, has promoted Chris Birch and Jonny Parker to Chief Creative Officer level as they continue to grow the network\u2019s creative team at its London headquarters.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe multi-award winning creative agency has gone from strength to strength, building on its creative reputation for enduring brand platforms which deliver value to an expanding roster of the world\u2019s most recognisable challenger brands including Cadbury, Virgin Media O2, TfL,Walkers and White Claw.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eRecent new business wins including Primark, Co-op and National Lottery operator Allwyn has led the network to grow its creative department in London with Chris and Jonny taking more responsibility for the burgeoning team. Their new promotions recognise this growth and the ambition to supercharge the agency with new business wins, additional hires and further promotions.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJonny joined VCCP in 2006 and teamed up with Chris in 2013 before they both stepped up to lead the creative department as Executive Creative Directors in 2022. The duo have created work for all of the agency's biggest clients, crafting ideas that populate popular culture, including their acclaimed Mondel\u0113z campaigns that brought generosity back to the heart of Cadbury.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBetween them, Chris and Jonny have won numerous awards including Cannes Lions, D\\u0026amp;AD Pencils, BTAA Arrows, Campaign Big Awards as well as the IPA Effectiveness Grand Prix in 2023 for their work for Cadbury.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eDarren Bailes\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eGlobal Chief Creative Officer\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e at \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \\u0022Nothing gives me greater pleasure than elevating Chris and Jonny to this CCO London position. They put their heart and soul into everything in their orbit. And they look after the creative dept. like they would their own family. Most importantly any work they touch is 100x more emotional, more powerful, more memorable. We are constantly writing the future chapters of so many brilliant brands at VCCP, and with Chris and Jonny they are in safe hands.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch and Jonny Parker\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eCCOs at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \\u0022It\u2019s a bloody privilege to take on this new role. We\u2019ve a deep love for the people at our London HQ, especially the incredible creative department, who make all the great work we get to take credit for. When you see the\u00a0 extraordinary and sometimes magnificently silly thinking we\u2019re surrounded by every day, and how that turns into ideas that properly populate culture, it was an easy decision when Darren kindly offered us the job. Certainly beats our previous jobs dock working and pan polishing.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eChris and Jonny report to Global CCO, Darren Bailes and take up their new roles immediately.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"2f5cNV\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-2f5cNV\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We\u2019ve a deep love for the people at our London HQ, especially the incredible creative department, who make all the great work we get to take credit for. \",\"quotee\":\"Chris Birch and Jonny Parker, CCOs at VCCP\",\"blockId\":\"Z1vkGTt\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1vkGTt\"} \/-->","post_title":"Chris Birch and Jonny Parker appointed as joint Chief Creative Officers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"chris-birch-and-jonny-parker-appointed-as-joint-chief-creative-officers","to_ping":"","pinged":"","post_modified":"2025-02-10 13:05:28","post_modified_gmt":"2025-02-10 13:05:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=19493","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":19544,"post_author":"64","post_date":"2025-01-27 16:13:46","post_date_gmt":"2025-01-27 16:13:46","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eCadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has unveiled its latest integrated campaign\\u003c\/span\\u003e \\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Made to Share\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, d\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eeveloped in partnership with its global creative agency, \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. The campaign, \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003epart of Cadbury\u2019s Dairy Milk \u2018Generosity\u2019 brand platform,\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e celebrates the everyday acts of kindness that bring people closer together.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAt its core, the campaign introduces limited edition Cadbury Dairy Milk bars designed to honour those small but meaningful gestures that often go unnoticed. The packaging of each limited edition bar features a playful redesign which suggests how the chunks within could be shared.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eEach limited edition pack, ideated by \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and designed by \\u003c\/span\\u003e\\u003cb\\u003eBulletproof\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, suggests how the bar can be shared based on a familiar scenario: with \u2018fair\u2019 ratios based on the relative generosity of\u00a0 each friend or family member. These scenarios make every bar a delightful way to say thank you to the unsung heroes within families and friendship groups. One bar brings to life the division of labour that makes up a successful roadtrip: half of the bar being portioned off for \u2018who drove\u2019, with a smaller section for \u2018who navigated\u2019 and just a few blocks for the person \u2018who slept\u2019 the entire way.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith 40 squares in every bar, the redesigned packaging provides a fun new way to share chocolate, and a small way to recognise the generosity of loved ones. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis campaign furthers Cadbury\u2019s mission to inspire moments of generosity. It\u2019s a playful reminder that sharing isn\u2019t just about dividing chocolate, it\u2019s about the human connection. Whether you\u2019re sharing between family, a group of housemates, colleagues, or friends, these redesigned bars celebrate the moments of kindness \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethat strengthen relationships.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign spans across digital out of home, social, TV and retail.\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of the integrated campaign, out of home posters will showcase the limited edition redesign in playful and relevant ways, each strategically placed across different media channels and physical locations. Designs that focus on dividing up the roles when cooking with friends and family will be positioned outside supermarkets and out of home in and around airports will spotlight how bars can be shared to celebrate the person within a group of friends that took charge of booking the holiday and made it happen.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eElise Burditt, Senior Director at Cadbury UK \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \u201cCadbury\u2019s brand identity revolves around generosity and this campaign is an embodiment of that, celebrating the connections that bring us closer together. These redesigned bars are a fun and thoughtful way to recognise and celebrate the everyday acts of generosity that make life a little sweeter.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eTom Lee \\u0026amp; Alice Goodrich, Creatives at VCCP, added:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cWhen we think of sharing, we tend to think of big events like family Christmases, birthdays, anniversaries. But in the relatively uneventful months at the start of a new year, we wanted to turn the focus to the smaller, more casual acts of generosity - the things we naturally do for each other everyday without thinking twice. So we redesigned Cadbury Dairy Milk bars to be shared amongst the people you care about, whether you're housemates, colleagues or just a bunch of mates.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Made To Share\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e was brought to life by \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, with the help of global content production studio \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. The \\u003c\/span\\u003e\\u003cb\\u003eVCCP Retail Experience\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e team worked on the retail strategy and the development of retail media assets, and media was led by\\u003c\/span\\u003e\\u003cb\\u003e Publicis Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and PR and influencers led by \\u003c\/span\\u003e\\u003cb\\u003eOgilvy \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand\\u003c\/span\\u003e\\u003cb\\u003e Elvis \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003emanaging organic social, and pack design by\\u003c\/span\\u003e\\u003cb\\u003e Bulletproof\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run across the UK and will appear on VOD, social media, YouTube, and OOH.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z16l8Bl\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z16l8Bl\"} \/-->","post_title":"Made To Share","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"made-to-share","to_ping":"","pinged":"","post_modified":"2025-02-10 13:08:14","post_modified_gmt":"2025-02-10 13:08:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19544","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":19363,"post_author":"64","post_date":"2024-11-14 08:10:58","post_date_gmt":"2024-11-14 08:10:58","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1028802326\",\"blockId\":\"pCOsB\",\"blockUniqueClass\":\"lazyblock-video-pCOsB\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith one in five Brits (22%) experiencing a fraud attempt every single week*, \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2019s\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAI creative agency \\u003c\/span\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehave today launched a first of its kind campaign to fight back against scammers.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAt the heart of the campaign is D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy, a lifelike state-of-the-art Conversational AI designed to speak with scammers and keep them on the phone for as long as possible to waste their time and keep them away from the public.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe newest member of O2\u2019s fraud prevention team, D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy was created using a range of cutting-edge AI technology that is completely indistinguishable from a real person. Based on a real life granny at VCCP to ensure total believability, playing on scammer\u2019s own stereotypical views. Whilst anyone can be a victim of a scam, criminal fraud gangs often target the elderly so we leaned into scammers' own biases to create an AI granny based on a real relative of a VCCP employee.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe scammers - including many posing as some of the UK\u2019s most trusted businesses - thought they\u2019d got their hands on an easy target, but D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy has been beating them at their own horrible game.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eD\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24\/7, and over the course of many hours of scam calls she\u2019s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details. By tricking the scammers into thinking they were defrauding a real person, D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy has prevented scammers from targeting real victims and exposed the common tactics used so customers can learn what to watch out for.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eO2 and faith worked with leading UK scambaiter Jim Browning to ensure D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy was armed with the best information and tactics that kept some phone scammers on the line for more than forty minutes - having followed Jim\u2019s expert advice on how to attract dodgy calls.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eD\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy herself was created by combining a selection of Generative Models, a LLM was trained to inform her personality and knowledgebase, and her voice was modelled on a VCCP staff member\u2019s grandmother to ensure total believability. She was brought to life visually by custom-training a Diffusion Model, creating a photo-real character for the campaign, along with a cutting edge image-to-video model to make her move.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003e\\u003ci\\u003eSimon Valcarcel, Marketing Director at Virgin Media O2,\\u003c\/i\\u003e\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said \u201cAt O2, we\u2019ve been investing heavily in the fightback against fraud and this campaign demonstrates the lengths we\u2019re willing to go to keep our customers safe. I\u2019m thrilled to launch the newest member of our fraud team, D\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cb\\u003e\\u003ci\\u003eai\\u003c\/i\\u003e\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy: She\u2019s our secret weapon against scammers - indistinguishable from a real person, an AI hiding in plain sight, dedicated to wasting fraudsters time!\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cYet she also shows no matter how persuasive callers seem, they aren\u2019t always who you think they are \u2013 so we all must remain vigilant. With scammers operating full-time call centres specifically to target Brits, we\u2019re urging everyone to leave the scambaiting to the professionals and instead help play their part by forwarding-on dodgy calls and messages to 7726 for free.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eScambaiter D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy has been created in response to new research from O2 revealing 7 in 10 (71%) of Brits would like to get their own back against scammers that have tried to trick them or their loved ones*. However, wasting their own time ranked the top reason why they wouldn\u2019t bait scammers themselves in future (53%)*.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA PR-first campaign, a two minute hero film has been created showing D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy in action with two, shorter, 30 second cut downs created to run on meta and TikTok.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of the campaign, O2 is also working with Former Love Islander and scam victim, Amy Hart, to expose fraudsters' crooked tactics and help O2 customers swerve the scammers. Amy Hart was herself scammed and her involvement aims to help the brand connect to the Gen-Z audience who often think themselves too tech-savvy to fall for phone scams.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eO2 blocks millions of fraudulent texts and calls from reaching customers' phones every month and is releasing\u00a0 new AI-powered spam-fighting tools and enhanced caller identification services for free to all mobile customers to help protect them. To help make life easier for customers, O2 has launched a new webpage offering tips, tricks, and advice so they know what to look out for. Visit \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e[O2 Swerve the Scammers website]\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to find out more information.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z9Q42D\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z9Q42D\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"I\u2019m thrilled to launch the newest member of our fraud team, Daisy: She\u2019s our secret weapon against scammers - indistinguishable from a real person, an AI hiding in plain sight, dedicated to wasting fraudsters time!\",\"quotee\":\"Simon Valcarcel, Marketing Director at Virgin Media O2\",\"blockId\":\"Z1BrCuj\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1BrCuj\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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