{"id":19884,"date":"2025-04-29T17:37:31","date_gmt":"2025-04-29T16:37:31","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=19884"},"modified":"2025-05-21T17:43:52","modified_gmt":"2025-05-21T16:43:52","slug":"tom-wigley-joins-vccp-media","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2025\/apr\/tom-wigley-joins-vccp-media","title":{"rendered":"Tom Wigley joins VCCP Media"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-VjwUr 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><b>\u00a0<\/b><span style=\"font-weight: 400\">Today, <\/span><a href=\"https:\/\/www.vccp.com\/\"><b>VCCP Media<\/b><\/a><span style=\"font-weight: 400\"> announces the appointment of Tom Wigley as its new Director of Digital.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Tom Wigley will be responsible for shaping VCCP Media\u2019s digital offering, building out the agency&#8217;s performance marketing solutions and delivering commercial impact through strategic partnerships and digital innovation. Wigley will report directly to VCCP Media\u2019s Managing Director Lindsay Turner and will join the agency\u2019s leadership team.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Wigley\u2019s digital expertise will help VCCP Media continue its mission of \u2018doing media differently\u2019 &#8211; using media smarts to unlock growth and help brands populate culture.<\/span><\/p>\n<p><span style=\"font-weight: 400\">VCCP Media had a strong 2024, winning new accounts such as Naturo and esure. This year the agency continues to grow and build momentum.<\/span><\/p>\n<p>\u00a0<\/p>        \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          The opportunity to join VCCP Media, an agency already well underway on this journey and exceptionally positioned to lead it, is incredibly exciting.          <cite>Tom Wigley, Director of Digital at VCCP Media<\/cite>        <\/blockquote>\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\">Wigley was previously at EssenceMediacom UK, where he held the role of Chief Media Solutions Officer, was part of the leadership team and was responsible for overseeing the Nexus division, which included digital planning, PPC, paid social, programmatic, SEO and digital ops. His leadership played a key role in managing strategic partnerships with major platforms such as Google, Meta, TikTok and Reddit.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Prior to EssenceMediacom UK, Wigley held the role of Chief Digital, Data &amp; Technology Officer at Spark Foundry, where he led all aspects of digital, data, and technology, overseeing the agency\u2019s 140-person strong performance marketing division.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">This hire is the latest in a series of new appointments made by the growing agency\u2019s leadership team. Lindsay Turner joined VCCP Media\u2019s leadership team in September, while James Shoreland and Will Parrish took up their roles as CEO and CSO at the start of 2024, all with the aim of rebooting the independent media shop. In February, VCCP Media expanded its strategy team by hiring Jack Bellamy, Head of Creative Partnerships and Georgia Styles, Strategy Director.\u00a0<\/span><\/p>\n<p><b>Lindsay Turner, Managing Director at VCCP Media<\/b><span style=\"font-weight: 400\"> said: \u201cTom brings deep expertise in digital media and a unique blend of leadership in digital marketing, data strategy and operational rigour which will be instrumental in helping VCCP Media continue to evolve and deliver exceptional outcomes for our clients.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cTom is aligned with our mission: he understands the importance of doing media differently and has a real challenger mindset. His leadership will be pivotal in ensuring the continued success and evolution of VCCP Media. I&#8217;m excited for him to start spending some quality time with our clients.\u201d<\/span><\/p>\n<p><b>Tom Wigley, Director of Digital at VCCP Media <\/b><span style=\"font-weight: 400\">added: \u201cThe media agency operating model is at a crossroads. Competitive advantage is increasingly driven by technology and AI, making the case for creative integration more compelling than ever. The opportunity to join VCCP Media, an agency already well underway on this journey and exceptionally positioned to lead it, is incredibly exciting. I\u2019m thrilled to be working closely with Lindsay, James and the leadership team to bring VCCP\u2019s challenger spirit and creative vision to every aspect of digital, and to redefine the industry status quo.\u201d<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","categories":[191],"class_list":["post-19884","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["10112"],"client_id":"","hero_video":"","hero_image":{"ID":19885,"id":19885,"title":"Smaller reduced image L + T_","filename":"Smaller-reduced-image-L-T_.png","filesize":3105348,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_.png","link":"https:\/\/www.vccp.com\/uk\/news\/2025\/apr\/tom-wigley-joins-vccp-media\/attachment\/smaller-reduced-image-l-t_","alt":"","author":"57","description":"","caption":"","name":"smaller-reduced-image-l-t_","status":"inherit","uploaded_to":19884,"date":"2025-04-29 16:32:50","modified":"2025-04-29 16:32:50","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\/04\/Smaller-reduced-image-L-T_-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Tom Wigley joins VCCP Media","meta-description":"Today, VCCP Media announces the appointment of Tom Wigley as its new Director of Digital.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/04\/Smaller-reduced-image-L-T_.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":18485,"post_author":"64","post_date":"2024-06-14 19:59:14","post_date_gmt":"2024-06-14 18:59:14","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003eJames Shoreland, CEO of VCCP Media, was interviewed by Silvia Amaro live on CNBC this morning, as UEFA Euro 2024 kicks off in Germany today.\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eJames delved into the growing importance of sponsorship in major sporting events, coinciding with the kickoff of the Euro Football Championships in Germany. James spoke about some of VCCP's collaborations with sports stars such as Declan Rice's M\u00fcller Rice campaign, illustrating the powerful impact of these partnerships on brand growth and audience engagement.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSilvia: \u201cThe Euro 2024 football tournament is set to kick off in Germany today with Scotland taking on the host nation in Munich. The competition is set to bring in \u20ac1.4bn in broadcast rights revenue for organisers UEFA, higher than the \u20ac1.4bn recorded in 2021. Now sponsorship has been secured for 13 global partners and five companies focused on Germany.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cThe Chinese EV maker BYD has joined the ranks of global sponsors for the event after German auto giant Volkswagen declined to renew its own agreement. I'm pleased to say that James Shoreland, CEO of VCCP Media, is joining me now to discuss this in more detail. Good morning, James. It's very exciting this weekend and this month for football fans, no doubt. First and foremost, I just would like to understand what are the dynamics here? Who are the companies choosing to advertise during the Euros?\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cem\\u003eJames: \u201cThere are lots of reasons why brands want to get involved with the Euros, but I think you can hone in on probably two, which is eyeballs and emotions. So, if you think about eyeballs, the ability of sports, particularly football, to bring together an audience in one moment is actually unrivalled. So the last European final, which for English fans is a bit of a sore moment, but losing to Italy, that game played out amongst about 328m people across the world watching on TV. So for brands, 328m people watching the same thing at the same time and then talking about it the next day; that is unrivalled for a brand in terms of marketing.\u201d\\u003c\/em\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSilvia: \u201cThere's definitely a lot of people watching for sure, but ultimately, my question is whether this investment actually works. I just want to share this data with you because I did find some research showing that there's only a minimal difference in terms of consumer recognition of brands after such big investments like this. Ultimately, is this the right move for companies?\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJames: \u201cYeah, there's no doubt that it's a huge investment for any brand. But if you look at the dynamics of the portfolios of the brands involved now, let's just take the 13 global sponsors. So, in terms of the commercial rights revenue, UEFA are going to make about $600m - so it's not a small ticket item. Now those 13 brands would bid against each other. It's not just about consumer recognition. So there's five of the brands that you touched upon earlier that are from China.\\u003c\/span\\u003e\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cNow those Chinese brands have probably experienced a decline in sales in their home market, certainly a decline in some of their share prices. So for any ambitious brand, they need to go to different geographies. So what those Chinese brands are doing and BYD, as you pointed out - edging out Volkswagen, if you like, as a mobility partner - is not only can they reach consumers, but there's a lot of geopolitics that goes on involved here that, actually, you can open the door to doing business in different markets by talking to local politicians, local regulators, and, of course, local suppliers in a very positive manner.\u00a0\\u003c\/span\\u003e\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSilvia: \u201cIt is very interesting how so many of the Chinese companies are actually investing in the Euros at this stage. Elaborate a little bit more why they're doing that. You're explaining that there's the possibility here for expansion. A lot of them want to have a bigger expansion in Europe. What else? What is driving this move from the Chinese brands?\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cem\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJames: \u201cI think there is a push and pull factor. So as we mentioned earlier in terms of the Chinese economy, they've got to demonstrate to both shareholders and indeed their sort of local supply base that they have the ambition. And what demonstrates ambition more than rather than just simply advertising within a local market, but going in and making a real statement of intent implying a sense of scale? But also for local suppliers, a real sense of commitment to the region. There's 500m citizens in the EU. So, actually, in terms of a brand coming from China, given perhaps some negative perceptions about Chinese brands - spending that amount of money in a regional event such as that that has a global scale is a real sort of underlining of their commitment to the region, and they're there for the long term.\u201d\\u003c\/span\\u003e\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSilvia: \u201cAnd any idea in terms of how much spending on advertising has actually increased in recent years? Or actually, are they being a little bit careful in terms of how much they are spending on advertising?\u201d\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJames: \u201cWell, interestingly, they're spending on advertising. So some of the TV stations here in the UK, for example, are estimating an increase of anywhere between 40 to 50% increase. Now that's obviously you would say that's kind of coming from the the sellers of airtime, but an interesting fact that came out from the UK marketplace, of the 187 brands that are advertising within airtime around the sport, 30 or 40, of them are actually new - it's the first time they've ever done that. So that's a recognition of the growth of the popularity of the sport, particularly coming from the US in terms of the rights being sold there, but also the kind of scarcity of the ability for a brand to do this in any other arena. Sports and particularly football is a great opportune moment to\u00a0 get a live audience.\\u003c\/span\\u003e\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSilvia: \u201cTrue. And we are seeing a lot more interest in other parts of the world.It's not just a European sport anymore even though this is a European competition.\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cNow the most important question I'm going to ask you today, what is your prediction for the final? Who do you think will be the two teams making it to the final match?\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJames: \u201cWell, that's such a tricky question. I'm an Arsenal fan, so I'm used to the highs and lows of football. So my heart says England, of course. You want England and Declan Rice, a player that we at VCCP work with, but my head tells me it's gonna be France. So I've got a prediction. England vs France final, and I'm afraid it's sacre bleu for the English fan.\u201d\\u003c\/span\\u003e\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSilvia: \u201cWell, let's see how it's gonna turn out, but definitely, you know a lot of hearts are moving a little bit faster in the wake of that call.I can hear it in the newsroom already! That was James Shoreland, CEO of VCCP Media as we look at the Euros starting today. And, of course, a lot of action coming up throughout the month.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"blockId\":\"ZPUfXA\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZPUfXA\"} \/-->","post_title":"James Shoreland on CNBC","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"james-shoreland-on-cnbc","to_ping":"","pinged":"","post_modified":"2024-06-14 20:52:08","post_modified_gmt":"2024-06-14 19:52:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=18485","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17755,"post_author":"64","post_date":"2024-01-18 13:04:11","post_date_gmt":"2024-01-18 13:04:11","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 500\\u0022\\u003e\u201cIt\u2019s time for media to take its anorak off\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eVCCP Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e announces the arrival of James Shoreland and Will Parrish as its new CEO and CSO as it invests in its top team, aiming to challenge the status quo of media. The pair have joined from Initiative Media where they worked together for the past six years.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJames and Will were instrumental in turning around the fortunes of the IPG Mediabrands-owned media shop, winning brands such as Deliveroo, NatWest and Nike.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new hires follow new business wins for VCCP Media who have picked up clients including Wilkinson Sword, Chilly\u2019s, Bulldog and Krispy Kreme - James and Will have been tasked with building on this recent success and reshaping the strategy to meet the challenges and opportunities presented by the shifting media landscape.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWill Parrish, Chief Strategy Officer, added: \u201cIt\u2019s time for media to take its anorak off and it feels like VCCP are firing the starting pistol. Challenging media to become creative\u2019s super power and creative to become media\u2019s. Challenging mediocrity in media - we have all these new paintbrushes at our disposal for media to be creative and confident,\u00a0 that\u2019s something I just couldn\u2019t turn down.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eMichael Sugden, CEO of the VCCP Partnership, who James Shoreland will report to, said: \u201cWe're delighted to snare two people of James and Will's calibre. They are a natural fit with VCCP's challenger culture and there's a lot to challenge in today's media landscape. One of those challenges is the fragmentation of creative and media thinking. James and Will share our belief that the best work comes from treating creative and media as one so we\u2019re absolutely thrilled to welcome them to the VCCP family.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTara Marus will become Chief Operating Officer reporting into James Shoreland while Simon Jenkins will become Chief Planning Officer reporting into Will Parrish.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1ubpl9\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1ubpl9\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"The increasing number of specialisations in media has led agencies away from the power of creativity. I believe an agency that focuses on creativity in media, and the creative within media, will unleash the potential of both brands and people. VCCP is the perfect place to do just that\",\"quotee\":\"James Shoreland, who will also sit on the VCCP Group Board\",\"blockId\":\"ZNLya\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZNLya\"} \/-->","post_title":"Initiative star duo James Shoreland and Will Parrish to lead VCCP Media","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"initiative-star-duo-james-shoreland-and-will-parrish-to-lead-vccp-media","to_ping":"","pinged":"","post_modified":"2024-01-18 13:04:11","post_modified_gmt":"2024-01-18 13:04:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17755","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17889,"post_author":"64","post_date":"2024-03-12 15:27:05","post_date_gmt":"2024-03-12 15:27:05","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1025171668\",\"blockId\":\"qlmRI\",\"blockUniqueClass\":\"lazyblock-video-qlmRI\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, VCCP\u2019s AI creative agency, has launched new AI-enabled tools for their founding client,\\u003c\/span\\u003e\\u003cb\\u003e O2 \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e- extending the practical use of Gen-AI in marketing communications beyond concepting into creating.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e creates custom imagery of O2\u2019s brand character Bubl based on client prompts, so it can be used in channels where cost or time constraints previously limited its use. The second Gen-AI tool, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, focuses on the tonal consistency of the brand\u2019s written marketing communications.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has trained a Gen-AI model to create images of Bubl for external use by \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e marketers, in line with brand guidelines and giving multiple options from the clients\u2019 prompts. This means that \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is able to use Bubl in scenarios which would have previously been prohibited by cost and time considerations, limiting its usage to appearances in more premium media such as AV, print and OOH campaigns.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e made a bespoke platform and UI for \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e enabling simple prompts to create images of Bubl in any imaginable scenario. For example, if an O2 marketer needed a brand image of Bubl with a rugby ball, the model could generate one on request - allowing for quick, reactive work across channels including social, web, apps and internal comms.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is the product of multiple rounds of training for the AI to create high-quality usable images consistently. To enable this \\u003c\/span\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eneeded a 3D model of Bubl so that the AI could be trained on poses of the blue robot that had not been seen before. Previously, Bubl had only been seen from the front, which limited its use. To remove these barriers and enable images to be generated of any potential scenario, further design work and modelling was necessary.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e allows O2\u2019s copywriters to simply paste in text to get detailed feedback and suggestions. This model was trained specifically on the brand\u2019s extensive tone-of-voice documentation and evaluates against specific metrics co-developed with the Head of Copy and Tone for Virgin Media O2, Oeil Jumratsilpa to ensure brand-compliant messaging. The tool was built to incorporate all of O2\u2019s guidelines and legal requirements, streamlining a complex process and ensuring quick, efficient and consistent results.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e were created for \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, founding clients of\\u003c\/span\\u003e\\u003cb\\u003e VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and both demonstrate a practical, public-facing application of Gen-AI as part of the wider work\\u003c\/span\\u003e\\u003cb\\u003e faith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has been doing on behalf of clients including \\u003c\/span\\u003e\\u003cb\\u003eVirgin Media O2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eSage\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePreviously Gen-AI\u2019s usage in creative communications was limited to concepting and simple suggestive processes within agencies, such as storyboarding. This work represents a step forward in what is possible with Gen-AI for big clients and moves beyond previous industry applications.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Valcarcel, Marketing Director at Virgin Media O2,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cThe Bubl Generator and The Copy Checker are tangible results of our Gen-AI explorations with faith and how we might deploy the technology in our marketing. The models we\u2019ve developed together create consistent, high-quality distinctive brand assets and copy at speed - allowing us to work in ways which would not previously have been possible. It\u2019s exciting to keep learning by doing, as the GenAI space continues to evolve.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMorten Legarth \\u0026amp; Ben Hopkins, Creative Directors at faith and VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cGen-AI tools often lack the creative control and brand identity needed for production assets. This limits the practical usage of AI to concepting or simple background tasks - we wanted AI to do more of the heavy lifting and prove its worth in creative applications, this is what this work represents.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAlex Dalman, Managing Partner and Head of Social \\u0026amp; Innovation at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cGen-AI doesn\u2019t understand your brand, it doesn\u2019t get your guidelines or your need for consistency - but we do. That\u2019s why we trained this model to understand what\u2019s important for our client O2, helping to build out their brand world and expand on what\u2019s both possible and achievable with the same budgets and same timescales.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e was founded last year by \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the UK\u2019s leading creative agency, with faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination. With 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\\u003e launched 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\",\"blockId\":\"Z1mEzQP\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1mEzQP\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":17890,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/03\/Copy-Checker-5-1-1-1024x1024.png\" alt=\"\" class=\"wp-image-17890\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Gen-AI doesn\u2019t understand your brand, it doesn\u2019t get your guidelines or your need for consistency - but we do.\",\"quotee\":\"Alex Dalman, Managing Partner and Head of Social \\u0026amp; Innovation at VCCP\",\"blockId\":\"Z1LBWN6\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1LBWN6\"} \/-->","post_title":"AI creative agency faith launches custom Gen-AI models for O2","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ai-creative-agency-faith-launches-custom-gen-ai-models-for-o2","to_ping":"","pinged":"","post_modified":"2024-10-31 16:24:44","post_modified_gmt":"2024-10-31 16:24:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17889","menu_order":0,"post_type":"work","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\/19884","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\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=19884"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=19884"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}