{"id":20529,"date":"2025-10-07T14:50:35","date_gmt":"2025-10-07T13:50:35","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=20529"},"modified":"2025-10-08T09:54:02","modified_gmt":"2025-10-08T08:54:02","slug":"kinsale-sharks-awards-2025","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2025\/oct\/kinsale-sharks-awards-2025","title":{"rendered":"INTERNATIONAL CREATIVE AGENCY OF THE YEAR AT KINSALE SHARKS 2025"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z3iMdK 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;\">The independent global network <\/span><b>VCCP,<\/b><span style=\"font-weight: 400;\"> renowned for challenging convention to create value, has been crowned <\/span><b>International Creative Agency of the Year<\/b><span style=\"font-weight: 400;\"> at the prestigious <\/span><b>Kinsale Sharks Awards 2025<\/b><span style=\"font-weight: 400;\"> alongside taking home a haul of ten other awards for creative work.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The top honour at the long-running creative festival validates<\/span><b> VCCP<\/b><span style=\"font-weight: 400;\">\u2019s outstanding global performance in 2025, which has resulted in the agency\u2019s most creatively awarded year to date. The 2025 award tally so far includes <\/span><b>\u00a0179 global awards<\/b><span style=\"font-weight: 400;\">, demonstrating a <\/span><b>53% increase<\/b><span style=\"font-weight: 400;\"> over its performance in 2024, spanning major international and regional shows.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alongside the agency of the year accolade VCCP also took home four Golds, two silvers and four Bronze awards. The golds were awarded for their campaign for O2\u2019s \u2018Daisy Vs Scammers\u2019 in the Digital &amp; Social Media and Innovative Use of Technology categories. Golds were also awarded for Cadbury\u2019s \u2018Memory\u2019 campaign in the Advertising Film category and a gold for Co-op\u2019s \u2018Owned by you. Right by you\u2019 in Film Craft. Two silvers were given to Cadbury for its \u2018Made to Share\u2019 campaign in Print &#8211; Food and Print &#8211; Copywriting categories. Bronze awards awarded for Maynards\u2019 \u2018Set the Juice Loose\u2019 campaign in Outdoor &#8211; Food, Confectionery, Snacks &amp; Cakes &amp; Non and in the Print\/Outdoor Craft &#8211; Art Direction categories alongside Kwik Fit which picked one up in Advertising Film: Automotive category alongside Virgin Media\u2019s \u2018Trunk Trucker\u2019 campaign in Best Use of Licensed Music. <\/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;\">Leading the charge within the awards haul is the groundbreaking work for <\/span><b>Virgin Media O2<\/b><span style=\"font-weight: 400;\">, <\/span><b>\u2018Daisy vs. The Scammers\u2019<\/b><span style=\"font-weight: 400;\">. This campaign, which created an AI-powered \u2018granny\u2019 designed to waste fraudsters\u2019 time, dominated the global shows by demonstrating creative AI for good alongside earning <\/span><b>1 Billion+ impressions<\/b><span style=\"font-weight: 400;\"> and raising Virgin Media O2&#8217;s fraud satisfaction by <\/span><b>10 percentage points<\/b><span style=\"font-weight: 400;\">. The campaign alone secured a spectacular haul including a <\/span><b>Gold Lion<\/b><span style=\"font-weight: 400;\"> at Cannes in PR &#8211; Use of Technology, <\/span><b>three Grand Prix<\/b><span style=\"font-weight: 400;\"> at the Shorty Awards (across AI and Generative AI categories), <\/span><b>Win and People\u2019s Vote Win<\/b><span style=\"font-weight: 400;\"> at the Webby Awards, and wins at the Clios and The One Show. The creative success was matched by strong conceptual work for other clients: <\/span><b>Cadbury\u2019s \u2018Made to Share\u2019 campaign <\/b><span style=\"font-weight: 400;\">underpinned by Cadbury\u2019s generosity platform secured a prestigious <\/span><b>Yellow Pencil<\/b><span style=\"font-weight: 400;\"> at D&amp;AD for outstanding craft and a <\/span><b>Silver Lion<\/b><span style=\"font-weight: 400;\"> at Cannes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The awards success caps a year of exceptional client work and creative industry leadership, driven by VCCP&#8217;s core creative ethos &#8211; \u2018<\/span><b>populating culture\u2019.<\/b><span style=\"font-weight: 400;\"> Defined by creative ideas that resonate on a societal level and embed themselves in conversation, ensuring ideas don&#8217;t feel like advertising, but instead earn their place in the spaces people choose to occupy, from music and sport to humour and tech.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Commenting on the results,<\/span><b> Michael Sudgen, CEO of VCCP Group <\/b><span style=\"font-weight: 400;\">said: \u201cWinning International Creative Agency of the Year at the Kinsale Sharks is a huge moment for VCCP. It&#8217;s testament to our ethos of creating work that populates culture. It&#8217;s also evidence of our belief that generative AI can be an accelerator of human creativity.\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":77,"template":"","categories":[191],"class_list":["post-20529","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":20530,"id":20530,"title":"Kinsale awards logo banner","filename":"Kinsale-awards-logo-banner.jpg","filesize":84546,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner.jpg","link":"https:\/\/www.vccp.com\/uk\/news\/2025\/oct\/kinsale-sharks-awards-2025\/attachment\/kinsale-awards-logo-banner","alt":"","author":"77","description":"","caption":"","name":"kinsale-awards-logo-banner","status":"inherit","uploaded_to":20529,"date":"2025-10-07 13:45:31","modified":"2025-10-07 13:45:31","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner-768x720.jpg","Square-width":768,"Square-height":720,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-logo-banner-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP crowned International Creative Agency of the Year","meta-description":"The independent global network VCCP, renowned for challenging convention to create value, has been crowned International Creative Agency of the Year at the prestigious Kinsale Sharks Awards 2025 alongside taking home a haul of ten other awards for creative work.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Kinsale-awards-win-social.jpg","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":20515,"post_author":"77","post_date":"2025-09-26 08:06:14","post_date_gmt":"2025-09-26 07:06:14","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eGlobal challenger agency \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e has appointed multi award-winning creative \\u003c\/span\\u003e\\u003cb\\u003eYan Elliott\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e as \\u003c\/span\\u003e\\u003cb\\u003eCreative Director\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, bringing one of the industry\u2019s most celebrated advertising minds to its growing creative team.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWith 25 years of experience across many of London\u2019s top agencies - including \\u003c\/span\\u003e\\u003cb\\u003eMother\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eEngine\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eLucky Generals\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eThe\\u0026amp;Partnership \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eand \\u003c\/span\\u003e\\u003cb\\u003eAMV BBDO\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e - \\u003c\/span\\u003e\\u003cb\\u003eElliott\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e has created some of advertising\u2019s most iconic and enduring work. His career highlights include the cult classic \\u003c\/span\\u003e\\u003cb\\u003eDr Pepper\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e \u2018\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWhat\u2019s the worst that can happen?\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, the \\u003c\/span\\u003e\\u003cb\\u003eOrange\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e \u2018\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eGold Spots\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e cinema campaign, and the launch of \\u003c\/span\\u003e\\u003cb\\u003eSky\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2019s long-running \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2018Believe in Better\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e platform. He has also worked with rising talent before their breakthrough moments, casting young actors \\u003c\/span\\u003e\\u003cb\\u003eMartin Freeman\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e in \\u003c\/span\\u003e\\u003cb\\u003eSuper Noodles\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eJesse Eisenberg\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e in \\u003c\/span\\u003e\\u003cb\\u003eDr Pepper\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBeyond populating culture with unforgettable ideas, \\u003c\/span\\u003e\\u003cb\\u003eElliott\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e has held senior leadership roles at \\u003c\/span\\u003e\\u003cb\\u003eLucky Generals\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eWCRS\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eThe\\u0026amp;Partnership\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, and even co-founded his own agency, \\u003c\/span\\u003e\\u003cb\\u003eFabula\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e. Most recently, as \\u003c\/span\\u003e\\u003cb\\u003eCCO\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e of \\u003c\/span\\u003e\\u003cb\\u003eWeber Shandwick\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, he brought fresh perspectives from PR into advertising, leading innovative activations such as creating a world first; \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe Refrigerated Art Frame\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e for \\u003c\/span\\u003e\\u003cb\\u003eBudweiser\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAt VCCP, Elliott will serve as Creative Director on Barclays alongside other VCCP clients, bringing his experience and distinctive creative spirit to one of the agency\u2019s biggest global clients\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eJonny Parker\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eChief Creative Officers\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e at\\u003c\/span\\u003e\\u003cb\\u003e VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, said: \u201c\\u003c\/span\\u003e\\u003cb\\u003eYan\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2019s written some of the greatest ads of our time - \\u003c\/span\\u003e\\u003cb\\u003eOrange\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e \u2018\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eGold Spots\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eDr Pepper\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2019s \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2018What\u2019s the worst that can happen?\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eSky\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2019s \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2018Believe in Better\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e - stuff that properly lodged itself in culture. And now he\u2019s bringing all that brilliance (and mischief) to \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e. On top of that, he once ran his own agency from a canal boat, which makes him officially cooler than the rest of us. He\u2019s a supreme talent, a lovely human, and we\u2019re bloody delighted he\u2019s here raiding the \\u003c\/span\\u003e\\u003cb\\u003eWhite Claw\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e fridge with us.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eYan Elliott\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eCreative Director\\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, added: \u201c\\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e has a track record of making ideas that break out into the real world and become part of culture. That\u2019s always been my ambition too - to create work that people genuinely notice, enjoy and remember. I\u2019m excited to join such a brilliant team who are hungry to keep pushing the work further.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z3iMdK\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z3iMdK\"} \/-->","post_title":"Yan Elliott joins VCCP","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"yan-elliott-joins-vccp","to_ping":"","pinged":"","post_modified":"2025-11-04 11:50:13","post_modified_gmt":"2025-11-04 11:50:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=20515","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":20470,"post_author":"66","post_date":"2025-09-08 14:56:57","post_date_gmt":"2025-09-08 13:56:57","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp dir=\\u0022ltr\\u0022\\u003eThe hyperconnectivity enabled by platforms like Facebook allows us to cherrypick our lives, choosing only the best bits to present as reality and broadcast to our community. Who broadcast back an equally varnished version of their time in Corfu. Or wherever.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eMore insidiously, social media has proved to be anything but social. Too often, the algorithms involved feed a negative \u201cclickbait\u201d narrative, polarising opinion and debate.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eMore profoundly still, the net result of hyperconnectivity hasn't been more connectedness. Rather, according to Sherry Turkle, professor of social sciences at MIT, it has created the \\u0022illusion of companionship, without the demands of friendship\\u0022. The result, as she explains in her book,\u00a0\\u003ci\\u003eAlone Together\\u003c\/i\\u003e,\u00a0is that the more superficially connected we become, the more lonely we feel.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eThe arrival of the internet, and its mass adoption 20 years ago, looked set to create a new age of shared knowledge, connection and belonging. And, of course, much of that promise has come true. The advancement of technology has revolutionised modern life in many positive ways.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eBut in socio-cultural terms, it has chipped away at the foundations of what is and isn't real, what is and isn't artificial, what can and can't be believed.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eA growing scepticism towards our institutions, our media, our political class and traditional figures of authority has resulted in a reality gap; the gap between what we are told is happening and what we believe is happening, or should happen. A gap that is too readily filled by \u201cfake news\u201d, conspiracy theories, half-truths and sensationalism.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eIn this context, the last thing required, you might argue, is the arrival of a powerful new technology capable of taking artifice and illusion to a whole new level. A technology that democratises the ability to fabricate, fictionalise and simulate every aspect of human creativity, from images and sound to film and narrative.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eBut generative AI has arrived and the new age of illusion is well and truly upon us, led by an array of rapidly evolving large language and image generation models such as ChatGPT, Gemini, Perplexity, MidJourney, Veo3 and Firefly.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eJust like the last wave of technology, the advances offered by these new arrivals will be immense, but the downsides will also be considerable.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eIn an increasingly low-trust world, the question for marketers then becomes, how do you protect your brand from these downsides?\u00a0\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp dir=\\u0022ltr\\u0022\\u003eWell, the first thing you must do is an AI impact assessment, auditing the four main dimensions of threat and opportunity; to your brand and business model, your\u00a0customer interface, your discoverability (especially in light of agentic search) and your production capabilities. I'm sure your agency has already completed an\u00a0assessment for you (but if not, I know an agency that can).\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eBeyond this, the most important thing that brand owners can do is run towards the real. Embrace it. Celebrate it. Relish it.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eAnd the surest way to be real is to be real-time. In an age of artifice and simulation, the greatest asset for a brand will be its ability to act and behave with uncalculated immediacy.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eFrom a communications perspective, this has greatest relevance for two areas of the brand experience: mass communication and the sharp end of customer service.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eStarting with customer service, the brands that will thrive most are the brands that can resolve customer issues and problems as close to real time as possible.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eThis is, of course, very difficult to achieve in every case, especially at volume. And yet, in the words of a reforming chief marketing officer I work with, there's a growing tendency for tech departments to morph customer service into customer swerve-ice; creating more hand-offs, side steps, re-directions and offloads than we saw in the whole of the victorious Lions series. This is no way to win trust, even if it wins rugby matches.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eRight at the other end of the marketing spectrum is the way your brand behaves in top-of-funnel, mass communication channels. This is an area where real time is\u00a0already a crucial factor. But its importance is set to grow exponentially in the era of AI.\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eReal-time, destination viewing, be it sport or entertainment, will be the gold standard of class-leading media plans. Despite the price advantages offered by SVOD and BVOD, shortcuts will be avoided, and the backbone of the media laydown will involve shared moments, experienced collectively at once. This is the new crucible of brand-building, especially when matched with real-time brand activations that further reinforce engagement, proximity and trust.\u00a0\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eAs technological life grows more artificial, more confected and more illusory, the strongest brands will be those most present in the moment. Because in a chimeric world, the most difficult thing to fake is the sincerity of real time.\u00a0\\u003c\/p\\u003e\",\"blockId\":\"oTC3S\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-oTC3S\"} \/-->","post_title":"Keeping it real time","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"keeping-it-real-time","to_ping":"","pinged":"","post_modified":"2025-09-08 14:56:58","post_modified_gmt":"2025-09-08 13:56:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=20470","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":20475,"post_author":"77","post_date":"2025-09-10 09:34:59","post_date_gmt":"2025-09-10 08:34:59","post_content":"<!-- wp:spacer {\"height\":\"50px\"} -->\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eVCCP\u2019s Challenger Series is a forward-looking thought-leadership series that takes on the advertising industry\u2019s most important questions - and explores them through research, insight and creativity.\\u003c\/p\\u003e\\n\\u003cp\\u003eHosted by VCCP founder Charles Vallance, each episode tackles a fundamental discipline of modern communications, from branding and creativity to new business and account management. 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We examine what makes a pitch work, what clients are really looking for, and how agencies can win without losing their soul.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cbr \/\\u003e\\u003ca href=\\u0022#sign-up\\u0022\\u003e\\u003cstrong\\u003eNOTIFY ME\\u003c\/strong\\u003e\\u003c\/a\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1bI6Mn\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-Z1bI6Mn\"} \/-->\n\n<!-- wp:spacer {\"height\":\"50px\"} -->\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22Charles%20Vallance,%20VCCP%20founder%20with%20orange%20background%22,%22title%22:%22CS-episode-03%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:20395,%22link%22:%22https:\/\/www.vccp.com\/uk\/the-challenger-series\/charles-vallance\/attachment\/cs-episode-03%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/08\/CS-episode-03.jpg%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/08\/CS-episode-03-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:300,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/08\/CS-episode-03-300x300.jpg%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:640,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/08\/CS-episode-03-1024x1024.jpg%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/08\/CS-episode-03.jpg%22,%22height%22:1080,%22width%22:1080,%22orientation%22:%22landscape%22%7D%7D%7D\",\"title\":\"Creative Kitchen Confidential\",\"sub-title\":\"2nd November\",\"text\":\"\\u003cp\\u003eGo behind the scenes of the creative process. From the spark of an idea to the moment it goes live, we unpack how great creative work really gets made - and the collaboration, craft, and chaos it takes to get there.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cbr \/\\u003e\\u003ca href=\\u0022#sign-up\\u0022\\u003e\\u003cstrong\\u003eNOTIFY ME\\u003c\/strong\\u003e\\u003c\/a\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1JdChR\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-Z1JdChR\"} \/-->\n\n<!-- wp:spacer -->\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:lazyblock\/custom-php {\"code\":\"\\u003cdiv id=\\u0022sign-up\\u0022\\u003e\\u003c\/div\\u003e\",\"wrapper\":true,\"blockId\":\"Z9XEs6\",\"blockUniqueClass\":\"lazyblock-custom-php-Z9XEs6\"} \/-->\n\n<!-- wp:lazyblock\/custom-php {\"code\":\"\\u003cdiv class=\\u0022mail-heading\\u0022\\u003eGet notified\\u003c\/div\\u003e\\n\\u003cstyle\\u003e\\n.mail-heading {\\n    font-family: 'Inter';\\n    font-size: 60px;\\n    font-weight: 900;\\n    text-transform: uppercase;\\n    margin-bottom: 50px;\\n}\\n@media only screen and (max-width: 600px) {\\n  .mail-heading {\\n    font-size: 40px;\\nline-height: 1.2;\\n  }\\n}\\n\\u003c\/style\\u003e\\n\\n\\u003cscript charset=\\u0022utf-8\\u0022 type=\\u0022text\/javascript\\u0022 src=\\u0022\/\/js-eu1.hsforms.net\/forms\/embed\/v2.js\\u0022\\u003e\\u003c\/script\\u003e\\n\\u003cscript\\u003e\\n  hbspt.forms.create({\\n    portalId: \\u0022145652984\\u0022,\\n    formId: \\u0022aed7771c-b6c3-4bcc-bb9f-e4b0b2cb5af8\\u0022,\\nonFormSubmit: function (form)\\n\u00a0 {\\n\u00a0 \u00a0 _oktrk('send', {\\n\u00a0 \u00a0 \u00a0 tag: 'The Challenger Series Masterclass - TYP',\\n\u00a0 \u00a0 \u00a0 firstName: form.find('input[name=\\u0022firstname\\u0022]').val(),\\n\u00a0 \u00a0 \u00a0 lastName: form.find('input[name=\\u0022lastname\\u0022]').val(),\\n\u00a0 \u00a0 \u00a0 email: form.find('input[name=\\u0022email\\u0022]').val()\\n\u00a0 \u00a0 });\\n\u00a0 }\\n});\\n\\u003c\/script\\u003e\",\"wrapper\":true,\"blockId\":\"Z1JMc5V\",\"blockUniqueClass\":\"lazyblock-custom-php-Z1JMc5V\"} \/-->","post_title":"Challenger Series with Charles Vallance","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"challenger-series-charles-vallance","to_ping":"","pinged":"","post_modified":"2025-09-15 16:41:07","post_modified_gmt":"2025-09-15 15:41:07","post_content_filtered":"","post_parent":19903,"guid":"https:\/\/www.vccp.com\/uk\/?page_id=20475","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":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/20529","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\/77"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=20529"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=20529"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}