{"id":18,"date":"2025-09-15T11:59:49","date_gmt":"2025-09-15T10:59:49","guid":{"rendered":"https:\/\/www.vccp.com\/?page_id=18"},"modified":"2026-08-19T17:13:13","modified_gmt":"2026-08-19T16:13:13","slug":"home","status":"publish","type":"page","link":"https:\/\/www.vccp.com\/uk\/","title":{"rendered":"Home"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-home.php","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-18","page","type-page","status-publish","hentry"],"acf":{"vimeo_video_id":"1152292515","hero_image":{"ID":18128,"id":18128,"title":"Goat Glider - Virgin Media O2","filename":"Goat-Glider-Virgin-Media-O2.jpg","filesize":175176,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/04\/Goat-Glider-Virgin-Media-O2.jpg","link":"https:\/\/www.vccp.com\/uk\/home\/attachment\/goat-glider-virgin-media-o2","alt":"","author":"57","description":"","caption":"","name":"goat-glider-virgin-media-o2","status":"inherit","uploaded_to":18,"date":"2024-04-09 10:11:43","modified":"2024-04-09 10:11:43","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":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/04\/Goat-Glider-Virgin-Media-O2-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/04\/Goat-Glider-Virgin-Media-O2-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/04\/Goat-Glider-Virgin-Media-O2-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/04\/Goat-Glider-Virgin-Media-O2-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/04\/Goat-Glider-Virgin-Media-O2-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/04\/Goat-Glider-Virgin-Media-O2.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/04\/Goat-Glider-Virgin-Media-O2-1920x720.jpg","Header-width":1920,"Header-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/04\/Goat-Glider-Virgin-Media-O2-720x720.jpg","Square-width":720,"Square-height":720}},"meta-description":"We are VCCP, the challenger agency for challenger brands. ","related_content_title":"More From VCCP","relateditems":[{"relateditem":{"ID":896,"post_author":"1","post_date":"2020-07-01 10:07:30","post_date_gmt":"2020-07-01 09:07:30","post_content":"","post_title":"Our News","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"news","to_ping":"","pinged":"","post_modified":"2026-08-12 12:00:44","post_modified_gmt":"2026-08-12 11:00:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?page_id=896","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":634,"post_author":"1","post_date":"2020-06-24 09:56:54","post_date_gmt":"2020-06-24 08:56:54","post_content":"<!-- wp:lazyblock\/page-title {\"title\":\"Our Capabilities\",\"blockId\":\"Z24KL4u\",\"blockUniqueClass\":\"lazyblock-page-title-Z24KL4u\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eWith advertising and communications, we believe it only works if it all works.\u00a0 From the first search right through to post-purchase management of data, we make everything compelling, coherent and cohesive.\u00a0 That\u2019s how we transform a client\u2019s business.\u00a0 We\u2019re a fully integrated creative agency offering the following skills and services:\\u003c\/p\\u003e\",\"quote\":\"We are the challenger agency for challenger brands.\",\"top-padding\":true,\"blockId\":\"Z1pypLu\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1pypLu\"} \/-->","post_title":"Our Capabilities","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"capabilities","to_ping":"","pinged":"","post_modified":"2026-08-11 14:37:07","post_modified_gmt":"2026-08-11 13:37:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?page_id=634","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":212,"post_author":"1","post_date":"2020-06-15 22:26:43","post_date_gmt":"2020-06-15 21:26:43","post_content":"","post_title":"Work","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"work","to_ping":"","pinged":"","post_modified":"2026-08-11 11:20:08","post_modified_gmt":"2026-08-11 10:20:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?page_id=212","menu_order":1,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw"}}],"social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/04\/Goat-Glider-Virgin-Media-O2.jpg","meta-title":"VCCP ","show_strapline":true,"strapline_image":false,"office_name":"UK","office_address":"66 Berners Street<br>\r\nLondon<br> \r\nW1T 3NL","office_contact_number":"+44 (0) 20 7592 9331","office_contact_email":"","new_business_contact_number":"","new_business_contact_email":"newbusiness@vccp.com","new_business_contact_name":"Stephanie Brimacombe","office_image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/05\/Girl-and-bear-statue-vccp.png","hide_related_items":[],"featured_posts":[{"post":{"ID":21536,"post_author":"77","post_date":"2026-08-06 09:25:30","post_date_gmt":"2026-08-06 08:25:30","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eWe've just wrapped the second edition of faith Film Fest \u2014 our agency-wide competition challenging colleagues to write, shoot and edit a short film using the latest Google AI tools, including Nano Banana, Veo and Lyria.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eThis year's brief asked entrants to bring \u201cThe Bear\u201d to life: our shorthand for the looming obstacle or stubborn convention that creative teams battle every day. Interpretations ranged from epic cinematic showdowns to weirdly funny takes on agency life. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZVb1Xo\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZVb1Xo\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1215113791\",\"vimeo-unlisted-video-hash-value\":\"a730b63f99\",\"blockId\":\"Q5zon\",\"blockUniqueClass\":\"lazyblock-video-Q5zon\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eWe launched the annual competition at the end of March with an official brief and briefing session, followed by a series of hands-on training sessions to help colleagues get to grips with the tools. We received entries from across VCCP\u2019s offices and capabilities, with film styles including claymation, comic book, photo-real and CGI,\u00a0 produced by everyone from Account and Resource Managers, through to our Creative \\u0026amp; Production teams.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\\u0022I was surprised by how engaged people were across the agency. Both junior and senior team members were grateful for the chance to create and unearth the mystery behind AI.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eCharlotte Borrell, Head of Studios Production, Girl\\u0026amp;Bea\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003er\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eThe films were judged by our team of experts, alongside special guest judges Dyana Najdi and Dan Germain from Google. Across all entries, the judges were impressed by how the entrants had used AI to enhance their creativity, and by how many participants had used the film fest as an opportunity to showcase skills outside of their normal agency role.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eThey also reflected on how participants had pushed the technology to deliver quality work, while understanding and working around limitations like continuity and hallucinations.\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\\u0022Seeing that human core augmented through the power of AI\u2019s ability to bring a vision to life through the lens of the creator is truly incredible.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eDyana Najdi, Managing Director at Google\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\\u0022There were exceptional stories told to a high standard. You could tell these films were well-thought-through, with wildly different artistic interpretations of the same 'bear' prompt.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eEmma Jackson, Midweight Creative, VCCP \\u0026amp; last year\u2019s faith film fest winner\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eTen finalists went through to our Big Screen Showcase, held at TownHall, where we screened the films before crowning Paul Hunt from our PR division VCCP Roar this year\u2019s winner. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1gngAL\",\"blockUniqueClass\":\"lazyblock-text-full-width-1gngAL\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1215113003\",\"vimeo-unlisted-video-hash-value\":\"d94b227cc3\",\"blockId\":\"Z12TrQl\",\"blockUniqueClass\":\"lazyblock-video-Z12TrQl\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\\u0022What I love most about the faith Film Fest is what it unlocks. People from every discipline found a way to express their imagination through the oldest form of communication: storytelling.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\u00a0Ben Hopkins, Creative Director, VCCP\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eWe launched the faith Film Fest to give everyone within VCCP the chance to get hands-on with new creative technology, and this year's entries proved to feature both technical ambition and brilliant storytelling. You can watch the top ten entries from faith Film Fest 2026 on our YouTube, \\u003cstrong\\u003e\\u003ca href=\\u0022https:\/\/www.youtube.com\/playlist?list=PLa3zEciE489k\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noopener\\u0022\\u003ehere\\u003c\/a\\u003e\\u003c\/strong\\u003e. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZhrfzV\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZhrfzV\"} \/-->\n\n<!-- wp:image {\"id\":21570,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/faith-film-fest-winner-with-judges-VCCP-in-London-1024x520.jpg\" alt=\"\" class=\"wp-image-21570\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:spacer {\"height\":\"80px\"} -->\n<div style=\"height:80px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->","post_title":"faith film fest 2: AI takes on \u2018The Bear\u2019","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"faith-film-fest-2-ai-takes-on-the-bear","to_ping":"","pinged":"","post_modified":"2026-08-11 14:17:03","post_modified_gmt":"2026-08-11 13:17:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=21536","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21640,"post_author":"78","post_date":"2026-08-12 08:44:52","post_date_gmt":"2026-08-12 07:44:52","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur latest work for Barclays disrupts category norms for banking campaigns by focusing on the real, day-to-day pressures of modern life and showcasing how genuine financial support can ease that burden, rather than leaning heavily on flashy perks and quick rewards.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZQx3Mh\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZQx3Mh\"} \/-->\n\n<!-- wp:image {\"id\":21641,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-11-at-18.24.20-1024x574.png\" alt=\"A happy grandad with stickers on his face, part of Barclay's Premier by VCCP\" class=\"wp-image-21641\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur new campaign, 'Be a step ahead with Barclays Premier', targets the mental load many people face when managing busy family and work lives. Rather than pushing surface-level extras, it spotlights how practical guidance - like free personalised financial planning and preferential mortgage and savings rates - can give people true peace of mind.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZwNHd0\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZwNHd0\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1217048678\",\"vimeo-unlisted-video-hash-value\":\"53f96acfbc\",\"blockId\":\"1rpHOB\",\"blockUniqueClass\":\"lazyblock-video-1rpHOB\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTo capture this emotional benefit, the main film shows a grandfather happily navigating a crowded commute with his granddaughter perched on his shoulders, sticker-covered and smiling, capturing the simple joy of early retirement and being present for family moments.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAlongside the TV execution, the campaign also spans out-of-home, press, radio, social, and in-branch channels, bringing to life relatable goals like buying a home, launching a business, or planning a wedding.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Mass Affluent audiences are battling a high mental load and stresses of modern life. Barclays Premier combines expert support, personalised financial planning and exclusive benefits to help customers cut through the complexity. Our new omni-channel campaign brings to life the emotional benefit of being a step ahead; confidence, peace of mind and freedom in knowing you\u2019re ready for life\u2019s biggest moments. By reflecting real customer ambitions, we show how Barclays Premier can help people focus less on financial worries and more on what matters most. We want to help more customers feel confident about what is coming next, and to be a step ahead.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eInderjit Bassi, Chief Marketing Officer at Barclays UK\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Many people feel like they should be better off, but in reality they are feeling financially squeezed and anxious. By making the most of an actionable financial plan, through Premier, Barclays wants to reduce the overwhelm and set them up, and those close to them, for a better future. That's the kind of future Barclays is backing.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eYan Elliott, Creative Director at VCCP\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z24WGHf\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z24WGHf\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"Helping Families Stay a Step Ahead with Barclays Premier","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"helping-families-stay-a-step-ahead-with-barclays-premier","to_ping":"","pinged":"","post_modified":"2026-08-12 08:44:52","post_modified_gmt":"2026-08-12 07:44:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21640","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21160,"post_author":"77","post_date":"2026-04-30 12:19:23","post_date_gmt":"2026-04-30 11:19:23","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThey say good news comes to those who wait, but sometimes it also comes to those who get an email from Campaign sheepishly admitting that they accidentally had an Oscars La La Land moment. It\u2019s okay, we forgive them. Because as it turns out, we can add another award to our Campaign UK Agency of the Year awards tally and it's an exciting one. \\u003c\/p\\u003e\",\"blockId\":\"Z10h7SQ\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z10h7SQ\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Chris%20Birch%20and%20Jonny%20Parker%20are%20Creative%20Leaders%20of%20the%20Year%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-are-Creative-Leaders-of-the-Year.png'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-are-Creative-Leaders-of-the-Year-300x169.png%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-are-Creative-Leaders-of-the-Year-300x169.png%20300w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-are-Creative-Leaders-of-the-Year-1024x576.png%201024w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-are-Creative-Leaders-of-the-Year-768x432.png%20768w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-are-Creative-Leaders-of-the-Year-1536x864.png%201536w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-are-Creative-Leaders-of-the-Year.png%201920w%5C%22%20sizes=%5C%22auto,%20(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:21161,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21161%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-are-Creative-Leaders-of-the-Year.png%22,%22sizes%22:%22%22%7D\",\"blockId\":\"Z1qJNSW\",\"blockUniqueClass\":\"lazyblock-image-full-width-Z1qJNSW\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eChris and Jonny (never Jonny and Chris) are the (intentionally) wonky-shaped heart of VCCP\u2019s UK creative leadership. As joint Chief Creative Officers they work to ensure that what we make at VCCP adds value to our clients by populating culture.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eWe\u2019re delighted to see them recognised by Campaign\u2019s panel of expert judges. They share this honour with the previously announced Felipe Serradourada Guimaraes, executive creative director of BBH London.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eAs leaders, Chris and Jonny celebrate the \u2018wrong answers'. They encourage creatives to come in with thinking from odd angles: using odd media, using AI in a surprising way, thinking differently about packaging (like \\u003ca href=\\u0022https:\/\/www.vccp.com\/uk\/work\/cadbury\/made-to-share\\u0022\\u003eCadbury Made to Share\\u003c\/a\\u003e) or clothing (like \\u003ca href=\\u0022https:\/\/www.vccp.com\/uk\/work\/allwyn\/scratchcard-igans\\u0022\\u003eAllwyn Scratchcardigans\\u003c\/a\\u003e).\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eLast year, they were instrumental to VCCP achieving our best and strongest year of creative output to date, including being the most awarded independent agency at Cannes Lions, the most awarded agency at Campaign Big and a host of other recognitions including 4 D\\u0026amp;AD pencils and two Grands Prix at Eurobest.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eOn receiving the Campaign honour, the two said:\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\u201c\\u003cem\\u003eIt\u2019s a thrill to be named creative leaders of the year. Ok, so we should have found out a few weeks ago but to be honest, we were knee deep in pitches and dentist appointments and couldn\u2019t have gone out on the razzle dazzle anyway. So this revised timing of winning actually suits us beautifully so thanks for the award and thanks, honestly, for the delay. We\u2019ll be in the Newman Arms for the rest of the week if anyone needs us. x\\u003c\/em\\u003e\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eChris Birch and Jonny Parker, Joint Chief Creative Officers.\u00a0\\u003c\/strong\\u003e\\u003c\/p\\u003e\",\"blockId\":\"183rfE\",\"blockUniqueClass\":\"lazyblock-text-full-width-183rfE\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Chris%20Birch%20and%20Jonny%20Parker%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker.gif'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22300%5C%22%20height=%5C%22200%5C%22%20src=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-300x200.gif%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-300x200.gif%20300w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-1024x683.gif%201024w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-768x512.gif%20768w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker-1536x1024.gif%201536w%5C%22%20sizes=%5C%22auto,%20(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:21162,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21162%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/04\/Chris-Birch-and-Jonny-Parker.gif%22,%22sizes%22:%22%22%7D\",\"blockId\":\"ZzMRUT\",\"blockUniqueClass\":\"lazyblock-image-full-width-ZzMRUT\"} \/-->\n\n<!-- wp:lazyblock\/custom-php {\"code\":\"\\u003cstyle\\u003e\\n.fullwidth\\u002d\\u002dbg, .fullwidth\\u002d\\u002dimg {\\n    max-width: 960px;\\n}\\n\\u003c\/style\\u003e\",\"blockId\":\"2wTCyi\",\"blockUniqueClass\":\"lazyblock-custom-php-2wTCyi\"} \/-->","post_title":"Surprise! Chris Birch and Jonny Parker are Creative Leaders of the Year!\u00a0","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"chris-birch-and-jonny-parker-are-creative-leaders-of-the-year","to_ping":"","pinged":"","post_modified":"2026-08-12 12:05:45","post_modified_gmt":"2026-08-12 11:05:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=21160","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21659,"post_author":"78","post_date":"2026-08-04 10:03:18","post_date_gmt":"2026-08-04 09:03:18","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWe have launched a new campaign for Dairylea\u2019s best-selling snack, Dairylea Dunkers, marking the latest chapter in Dairylea\u2019s brand platform: 'Set Them Free with Dairylea'.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e'A World of Their Own' champions the freedom and independence children feel when they are trusted to make their own choices, no matter how small. The campaign shows Dairylea Dunkers as a snack that encourages kids to do things their own way, stepping into a world of their own making and having a lot more fun along the way.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZM7ShW\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZM7ShW\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1215135295\",\"vimeo-unlisted-video-hash-value\":\"788ffde473\",\"blockId\":\"Z1J39XC\",\"blockUniqueClass\":\"lazyblock-video-Z1J39XC\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAt the heart of the campaign is a 30-second film brought to life by our Girl\\u0026amp;Bear Studios and directed by the Belfield Brothers. The story follows a young girl who steps into an imagined, self-directed day of exploration after being given a pack of Dunkers to eat however she pleases, only to reveal at the end that her mum was by her side all along.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1js294\",\"blockUniqueClass\":\"lazyblock-text-full-width-1js294\"} \/-->\n\n<!-- wp:image {\"id\":21660,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-12-at-09.48.54-1024x567.png\" alt=\"\" class=\"wp-image-21660\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Dairylea Dunkers has always been a snack that anyone can enjoy in their own way. With this campaign, we're celebrating the confidence and independence that can come from giving kids the freedom to make simple choices for themselves. It's a joyful reminder that everyday moments, like deciding how to dunk your Dairylea Dunkers, can help children grow in confidence.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eNicole Partridge, Senior Brand Manager at Mondel\u0113z\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022What a treat, to make a film about that magic feeling of autonomy in childhood. No brand better understands the importance of resisting the urge to helicopter parent. Of letting your child revel in the feeling of independence, confidence and freedom that being allowed to make even the smallest decisions can bring. It may start with simply eating your Dunkers however and wherever you please but it can end in feeling like the whole world is yours to explore and discover. Delicious.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eCaroline Rawlings, Creative Director at VCCP\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign runs across TV, BVOD, online video, YouTube, and social channels throughout the UK and Ireland until the end of September.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Zcn9Py\",\"blockUniqueClass\":\"lazyblock-text-full-width-Zcn9Py\"} \/-->","post_title":"Dairylea Dunkers Celebrates Childhood Independence","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"dairylea-dunkers-celebrates-childhood-independence","to_ping":"","pinged":"","post_modified":"2026-08-12 10:04:08","post_modified_gmt":"2026-08-12 09:04:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21659","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21227,"post_author":"77","post_date":"2026-05-21 14:25:44","post_date_gmt":"2026-05-21 13:25:44","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eNow in its 64th year, the D\\u0026amp;AD Awards celebrate the year\u2019s most powerful and purposeful creative work. In D\\u0026amp;AD\u2019s own words, the Pencils are designed to be deliberately tough to win, so we\u2019re delighted AF to have taken home a Yellow, Graphite and Wood Pencil this year for our work for Cadbury Bournville.\\u003c\/p\\u003e\",\"blockId\":\"wpNE3\",\"blockUniqueClass\":\"lazyblock-text-full-width-wpNE3\"} \/-->\n\n<!-- wp:lazyblock\/custom-php {\"code\":\"\\u003ctable class=\\u0022awards-table\\u0022\\u003e\\n  \\u003ctbody\\u003e\\n    \\u003ctr\\u003e\\n      \\u003ctd\\u003eWriting for Advertising\\u003c\/td\\u003e\\n      \\u003ctd\\u003eYellow Pencil\\u003c\/td\\u003e\\n    \\u003c\/tr\\u003e\\n    \\u003ctr\\u003e\\n      \\u003ctd\\u003eFilm\\u003c\/td\\u003e\\n      \\u003ctd\\u003eGraphite Pencil\\u003c\/td\\u003e\\n    \\u003c\/tr\\u003e\\n    \\u003ctr\\u003e\\n      \\u003ctd\\u003eFilm\\u003c\/td\\u003e\\n      \\u003ctd\\u003eWood Pencil\\u003c\/td\\u003e\\n    \\u003c\/tr\\u003e\\n  \\u003c\/tbody\\u003e\\n\\u003c\/table\\u003e\\n\\n\\u003cstyle\\u003e\\n.awards-table {\\n  width: 100%;\\n  max-width: 600px;\\n  border-collapse: collapse;\\n  font-family: Arial, sans-serif;\\n  font-size: 16px;\\n  color: #000000;\\nmargin: auto;\\npadding: 10px;\\n}\\n\\n.awards-table td {\\n  border: 1px solid #000000;\\n  padding: 8px 12px;\\n  text-align: left;\\n  vertical-align: middle;\\n}\\n\\n\/* Automatically targets and highlights only the cells in the first (left) column *\/\\n.awards-table td:first-child {\\n  background-color: #fff2cc;\\n}\\n\\u003c\/style\\u003e\",\"blockId\":\"Z1SWbSL\",\"blockUniqueClass\":\"lazyblock-custom-php-Z1SWbSL\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eMade to be Enjoyed, Not Endured, our new integrated brand campaign, launched last year. As the first new positioning for Bournville in nearly 50 years, it was designed to challenge category convention and add value to the brand. The comedic film sits at the heart of the campaign, with both 90\u201d and 30\u201d versions created. \\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe script was written by VCCP creatives Alice Goodrich, Lara Baxter and Simon Connor. Once the script was formed, we worked with Einstein and BAFTA-winning British comedy writer Simon Blackwell (Veep, Peep Show, The Thick of It) to hone the jokes and collaborate on new material.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe result is a hilariously sharp and self-aware film that flips category conventions on their head \u2013 and firmly positions Bournville as the antidote to dark chocolate elitism.\\u003c\/p\\u003e\",\"blockId\":\"2oLSne\",\"blockUniqueClass\":\"lazyblock-text-full-width-2oLSne\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1108986322\",\"vimeo-unlisted-video-hash-value\":\"365b575b92\",\"blockId\":\"Z9GS6o\",\"blockUniqueClass\":\"lazyblock-video-Z9GS6o\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cem\\u003e\u201cBournville. Legendary and long lasting. The team set out to deliver work that would populate culture, and this recognition proves that it\u2019s doing exactly that. Super chuffed.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eChris Birch and Jonny Parker, Chief Creative Officers at VCCP in London\\u003c\/strong\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Zqe11E\",\"blockUniqueClass\":\"lazyblock-text-full-width-Zqe11E\"} \/-->","post_title":"Drawn to Greatness: We've won three D&amp;AD Pencils!","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"drawn-to-greatness-weve-won-three-dad-pencils","to_ping":"","pinged":"","post_modified":"2026-05-21 14:25:44","post_modified_gmt":"2026-05-21 13:25:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=21227","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21468,"post_author":"78","post_date":"2026-06-10 16:36:19","post_date_gmt":"2026-06-10 15:36:19","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe All England Lawn Tennis Club is back with the second chapter of its global brand platform 'There Is Only One Wimbledon' for the 139th staging of The Championships, Wimbledon.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur campaign, 'Where beauty meets the battle' captures the unique duality of the tournament: timeless English heritage and serene surroundings colliding with the sheer athletic intensity of world-class tennis on Centre Court.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z26aduB\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z26aduB\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1198720168\",\"vimeo-unlisted-video-hash-value\":\"47d85be0ec\",\"blockId\":\"Z2sgiFK\",\"blockUniqueClass\":\"lazyblock-video-Z2sgiFK\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAt the center of the campaign is a cinematic film from the perspective of a Holly Blue butterfly - a nod to tennis legend Henri Leconte\u2019s famous 1986 match moment - where the peaceful charm of a quiet English garden is suddenly disrupted by the high-stakes power of elite play.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur global content studio Girl\\u0026amp;Bear supported the production, with the wider integrated campaign spanning TV, social, and targeted local out-of-home posters designed to highlight Wimbledon's unique atmosphere. The campaign is rolling out globally across major broadcast networks ahead of The Championships 2026, which run from 29 June to 12 July.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Creating this second instalment of \u2018There Is Only One Wimbledon\u2019 gave us the opportunity to celebrate what makes Wimbledon truly unique. Revered around the world not only for the pinnacle of performance, alongside excellence and tradition, but also for the exhilarating emotion and intensity that can only be brought by the world\u2019s best players in full flight. Our 2026 film tells that story beautifully to our fans all around the world. A legacy of tennis gladiators, battling for victory, in the ultimate arena of Centre Court and all its beauty.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eUsama Al-Qassab, Marketing and Commercial Director at The All England Lawn Tennis Club\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022There is only one Wimbledon. A truth and an endline. Tennis in an English garden. Nothing like it. Our second global trailer references the garden in which Wimbledon is played and the fauna within. Butterflies are often captured on film or stills on court. But the risk to their existence is real. This film tells the story of a butterfly in harm's way on Centre Court. Forehands, backhands and big serves put our unsuspecting butterfly in danger.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eDarren Bailes, Global Chief Creative Officer at VCCP\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"23KXM0\",\"blockUniqueClass\":\"lazyblock-text-full-width-23KXM0\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%2229%20-%20Wimbledon%202026%20-%20The%20Beautiful%20and%20The%20Brutal%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/29-Wimbledon-2026-The-Beautiful-and-The-Brutal.jpg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/29-Wimbledon-2026-The-Beautiful-and-The-Brutal-300x169.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/29-Wimbledon-2026-The-Beautiful-and-The-Brutal-300x169.jpg%20300w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/29-Wimbledon-2026-The-Beautiful-and-The-Brutal-1024x576.jpg%201024w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/29-Wimbledon-2026-The-Beautiful-and-The-Brutal-768x432.jpg%20768w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/29-Wimbledon-2026-The-Beautiful-and-The-Brutal-1536x864.jpg%201536w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/29-Wimbledon-2026-The-Beautiful-and-The-Brutal.jpg%201920w%5C%22%20sizes=%5C%22auto,%20(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:21469,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21469%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/29-Wimbledon-2026-The-Beautiful-and-The-Brutal.jpg%22,%22sizes%22:%22%22%7D\",\"blockId\":\"Nv471\",\"blockUniqueClass\":\"lazyblock-image-full-width-Nv471\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAmid an exciting summer of sport, the campaign reinforces Wimbledon\u2019s status as the finest stage in tennis and one of the most iconic events spectators and players can experience.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Wimbledon is truly one of a kind. There is nothing quite like the contrast of the sport at its most intense, played out amid such extraordinary beauty - it really is tennis in an English garden.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAnnabel Croft, Voice of the 2026 Campaign\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Wimbledon is a very special place. Within the amazing grounds is a desire to win like nowhere else. It\u2019s wonderful to be part of the campaign ahead of this year\u2019s Championships particularly in this significant milestone year as wheelchair tennis marks its 50th anniversary.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAlfie Hewett, World No.2 and 34-time Grand Slam champion\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cbr style=\\u0022font-weight: 400;\\u0022 \/\\u003e\\u003cbr style=\\u0022font-weight: 400;\\u0022 \/\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZWrAlX\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZWrAlX\"} \/-->","post_title":"Capturing the Emotion of The Championships, Wimbledon","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"capturing-the-emotion-of-the-championships-wimbledon","to_ping":"","pinged":"","post_modified":"2026-08-12 12:09:27","post_modified_gmt":"2026-08-12 11:09:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21468","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21509,"post_author":"77","post_date":"2026-06-30 10:27:30","post_date_gmt":"2026-06-30 09:27:30","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur new work for The National Lottery operator Allwyn asks the nation a simple question: \\u0022What would you do with Powerball money?\\u0022. Part of a major integrated marketing campaign to support the UK arrival of the world\u2019s biggest rolling jackpot game, the campaign supports one of the most significant game launches in The National Lottery's history.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWorking alongside Allwyn\u2019s in-house studio, Studio 59, and media agency Hearts \\u0026amp; Science, the campaign intentionally moves away from traditional product marketing to focus entirely on the sheer scale of the prize.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Powerball jackpots are on a different scale to anything we have ever seen. This is not fancy holiday, new car or bigger house money. It's sooooooo much bigger. A Powerball win is truly transformational - not just for the winner but maybe for their community, their town, maybe even the whole country.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur work poses the question 'What Would You Do With Powerball Money?' We are encouraging the country to think bigger, past the usual stuff and into the realms of 'Oh yeah, I really could make almost anything happen'. This is going to be a conversation with the country about their wildest dreams...some for good wholesome reasons, some for pure silliness, and some just for the sheer hell of it.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eDarren Bailes, Global Chief Creative Officer, VCCP\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1FAkwS\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1FAkwS\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1210812946\",\"vimeo-unlisted-video-hash-value\":\"2cb87e22ed\",\"blockId\":\"Zkhakz\",\"blockUniqueClass\":\"lazyblock-video-Zkhakz\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign will roll out across TV, cinema, social media, and major national outdoor advertising sites. The main launch film, directed by Glenn Kitson, brings these dream scenarios to life through a blend of CGI and collages.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Powerball represents an immensely exciting moment for The National Lottery and gives us an opportunity to introduce UK players to a game known globally for creating extraordinary prizes and unforgettable winners.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWith this campaign, we wanted to bring the transformational nature of Powerball to life in a way that feels relevant, culturally engaging and impossible to ignore. Whether that's through landmark outdoor advertising, creator-led content, our innovative Snapchat activation or partnerships that place Powerball at the centre of social conversation, everything has been designed to get people thinking about one simple question: 'What Would You Do?'\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSteve Parkinson, Marketing Director, Allwyn\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Zxc8hY\",\"blockUniqueClass\":\"lazyblock-text-full-width-Zxc8hY\"} \/-->\n\n<!-- wp:lazyblock\/image-grid 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\/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022A transformational game requires a transformational media strategy. We therefore couldn't approach Powerball with a conventional playbook \u2013 the scale and ambition of \u201cWhat Would You Do With Powerball Money?\u201d meant we had to challenge every assumption about where and how this story gets told.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eFrom the World Cup Final to The Odyssey to AI-powered creator content, every media decision was built around how we put players, not the product, at the heart of the campaign.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSimon Carr, Chief Strategy Officer, Hearts \\u0026amp; Science\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"T1yMu\",\"blockUniqueClass\":\"lazyblock-text-full-width-T1yMu\"} \/-->","post_title":"What would you do with Powerball money?","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"what-would-you-do-with-powerball-money","to_ping":"","pinged":"","post_modified":"2026-08-11 10:58:05","post_modified_gmt":"2026-08-11 09:58:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21509","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21422,"post_author":"77","post_date":"2026-06-22 10:49:45","post_date_gmt":"2026-06-22 09:49:45","post_content":"<!-- wp:lazyblock\/text-full-width {\"heading\":\"Welcome to the Challenger Series: State of Independence\",\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIn 2020, we explored how world events were impacting what people wanted from brands. Now, with the UK experiencing continued waves of uncertainty, we\u2019ve revisited our research to understand how attitudes and behaviours have changed.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThis new wave of Challenger Series insight has been designed to help brands understand what consumers want from them, how spending is changing, and where the opportunities exist. Our data reveals a profound shift in how people manage their lives, spend their money and make decisions, with the nation seeking ever greater self-sufficiency, with mental wellbeing, physical health, financial planning and career development increasingly being managed independently.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u201cWe\u2019ve moved from consumers in survival mode into a much more optimistic society. People are in a state of active agency\u201d.\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eJenny Nichols, Deputy CSO VCCP\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur findings suggest that years of economic uncertainty, rising living costs and declining confidence in institutions have created a more independent, resourceful consumer rather than a more defeated one.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022The overall picture is not one of decline, but adaptation. Britons aren't giving up; they're finding new ways to cope, solve problems and regain a sense of control. What looks like pessimism on the surface is often practicality underneath.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eMichael Lee, Group Chief Strategy Officer, VCCP\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eInstead of finding a nation divided between optimists and pessimists, the research has helped us identify two key forces shaping behaviour: how hopeful people feel about the future, and how proactive they are in responding to challenges.\u00a0 \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe new four consumers of today are:\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cul style=\\u0022text-align: left;\\u0022\\u003e\\n\\u003cli style=\\u0022font-weight: 400;\\u0022 aria-level=\\u00221\\u0022\\u003e\\u003cb\\u003eArchitects (17%)\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e are optimistic and proactive, representing the consumers who feel most in control of their future.\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400;\\u0022 aria-level=\\u00221\\u0022\\u003e\\u003cb\\u003eHustlers (28%) \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eare pessimistic but proactive. Typically aged between 25 and 54, they are financially stretched but highly resourceful, constantly looking for ways to improve their situation.\u00a0\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400;\\u0022 aria-level=\\u00221\\u0022\\u003e\\u003cb\\u003eCoasters (26%)\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e are optimistic but passive. Generally older consumers aged 55 and above, they are relatively comfortable but less engaged with change.\u00a0\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400;\\u0022 aria-level=\\u00221\\u0022\\u003e\\u003cb\\u003eRetreaters (28%)\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e are pessimistic and passive, with many feeling overwhelmed by financial pressures and day-to-day demands.\u00a0\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003c\/ul\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u201cHustlers and Architects are using AI to bypass the middle man in decisions in order to feel more independent and in control.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eJack Bellamy, Head of Strategy, VCCP Media\u00a0\u00a0\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAlongside these behavioural shifts, trust in institutions continues to decline. The NHS remains the only institution trusted by a majority of consumers across all segments, while many people increasingly turn to peers, online communities, creators and digital tools for advice and support. More than half of consumers now prefer information from peers, AI, and platforms such as YouTube over traditional authorities, while mainstream media records the lowest trust scores across all audience groups.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u201cThere are surprising twists in this storyline - while some headlines may align with expectations, the data shows significant attitudinal changes in what people want and the organisations they trust.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eStefan Siedentopf, Deputy CSO VCCP\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWith an all-time low trust in institutions, UK brands have an opportunity to step in and grow trust and reputation. The research identifies five signature moves brands should be making:\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"RyRXp\",\"blockUniqueClass\":\"lazyblock-text-full-width-RyRXp\"} \/-->\n\n<!-- wp:image {\"id\":21437,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/06\/Challenger-series-messaging-1024x514.jpg\" alt=\"\" class=\"wp-image-21437\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u201cA lot has changed since we started looking at this kind of consumer research, and this new wave of insight is showing us that consumers are creating their own solutions, learning new skills and embracing new tools to navigate an increasingly uncertain world. The opportunity now exists for brands to explore these five signature moves - and empower consumers to be independent.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eEllie Gauci, Head of Strategy CRM, Loyalty \\u0026amp; Data\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe Challenger Series: State of Independence is a UK-wide state of the Nation study of 1,504 adults, conducted by Watermelon Research and Meet the 85%. Research was undertaken in May 2026.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTo find out more about the research please contact \\u003ca href=\\u0022mailto:ChallengerSeries@VCCP.com\\u0022\\u003e\\u003cstrong\\u003eChallengerSeries@VCCP.com\\u003c\/strong\\u003e\\u003c\/a\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z3OL3l\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z3OL3l\"} \/-->\n\n<!-- wp:image {\"id\":21423,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/06\/0F3A7493-Compressed-2-scaled-1-1024x683.jpg\" alt=\"\" class=\"wp-image-21423\"\/><\/figure>\n<!-- \/wp:image -->","post_title":"Britain\u2019s not broken, it\u2019s navigating a maze.","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"britains-not-broken-its-navigating-a-maze","to_ping":"","pinged":"","post_modified":"2026-08-11 14:06:01","post_modified_gmt":"2026-08-11 13:06:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=21422","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21460,"post_author":"78","post_date":"2026-06-19 09:23:42","post_date_gmt":"2026-06-19 08:23:42","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eWe have been appointed by Zespri, the world\u2019s leading marketer of kiwifruit, to develop and launch its new global brand platform, \\u0022Grown for Good.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eBased in Mount Maunganui, Aotearoa\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eNew Zealand, Zespri works with growers across New Zealand, Italy, France, Greece, Japan, and South Korea, selling in over 50 markets worldwide and moving a record 248.1 million trays of kiwifruit in the 2025\/26 season alone.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eThis new partnership supports Zespri\u2019s \\u00222035 Strategy\\u0022, a long-term plan designed to strengthen industry resilience and unlock future value through a bold ambition to become the world\u2019s healthiest fruit brand. VCCP will lead on the strategy and creative development for the platform. The first integrated campaign launches in Europe this month, building on Zespri's previous brand platform, \\u0022Make Your Healthy Irresistible.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2sfXYp\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2sfXYp\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1200694111\",\"vimeo-unlisted-video-hash-value\":\"cdbdea7ab6\",\"blockId\":\"ZU5aE9\",\"blockUniqueClass\":\"lazyblock-video-ZU5aE9\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\\u0022Grown for Good is the creative expression of our 2035 ambition to become the world's healthiest fruit brand. It's a platform built to champion nutrition in a world that needs it most, and to drive demand for kiwifruit globally. Through a rigorous selection process, VCCP stood out as the partner with the creative bravery and strategic depth to shape the global platform and bring it to life, starting with its launch in Europe.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eNikos Patiniotakis, Head of Global Brand Development, Zespri\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\\u0022Zespri is a world-class brand with a restless, challenger spirit that matches our own, and we are thrilled to be joining forces. Our mission is to help them cut through the confusion of nutrition and remind consumers that better health doesn't have to be complicated. We are really excited to help them champion nutrition in our nutrition-depleted world, positioning Zespri as the simple, positive choice, a fruit literally grown for good.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eRoly Darby, Managing Director,\u00a0 VCCP\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cbr style=\\u0022font-weight: 400;\\u0022 \/\\u003e\\u003cbr style=\\u0022font-weight: 400;\\u0022 \/\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZUOY98\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZUOY98\"} \/-->","post_title":"A fruitful partnership: Our new work with Zespri\u00a0","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"a-fruitful-partnership-our-new-work-with-zespri","to_ping":"","pinged":"","post_modified":"2026-08-12 12:07:36","post_modified_gmt":"2026-08-12 11:07:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21460","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21702,"post_author":"77","post_date":"2026-08-17 17:23:39","post_date_gmt":"2026-08-17 16:23:39","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cdiv style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003e\\u003cem\\u003eIn his latest Campaign column, Founding Partner and Chairman Charles Vallance challenges the industry's \\u0022social first\\u0022 mindset, arguing that the strongest brands are built through a channel-agnostic approach that prioritises\\u003c\/em\\u003e a wider brand world.\\u003c\/strong\\u003e\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIt was always social first.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIt used to be called word of mouth. Then it was called talkability. Then virality. Now it's called social.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIt's all the same thing, so the above distinctions are largely academic. The strongest brands have always been those that are front of mind. Talked about. Socially relevant. There, on the tip of the tongue, when you need to recall them.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eHowever, there's a piece of terminology which has become increasingly prevalent, and which implies there should be a hierarchy to the formerly egalitarian principle that social relevance and currency are the goal of all marketing, whatever the channel.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe term is 'social first'. If this was meant agnostically, then it would be a truism (see my first sentence). But it isn't meant agnostically. It is meant territorially.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWhen a brief asks for a campaign that's 'social first', it doesn't mean 'let's first and foremost get talked about'. It means that one media channel should be preferred above all others. That social platforms should be prioritised if your brand is going to be talked about.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSometimes this is right. Just as a point of sale first brief, or a rewards first brief, or a sponsorship first brief is sometimes right.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBut I worry when it starts to become an orthodoxy. When it starts to be a received wisdom that success depends on being social media first.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBecause success is seldom social media first. When you think of famous, socially relevant brands, very few of them are social first in the narrow sense described above.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThis is because social media success so often hinges on first making an impact within the wider social and cultural context. The 'Made to Share' campaign for Cadbury was a huge social hit, but it was a packaging first brief, with the goal of social amplification rather than using social first.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOne of the biggest branded landmarks in the country, The O2, is a permanent part of the cultural conversation. But it was a partnership first brief. Not a social first brief.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ePart of the reasoning behind the social first mantra, is the idea that modern brands are built through social media rather than traditional media.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAgain, I dispute this logic. They are built from a blend. And if anything, their mental availability is driven by traditional media first.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTake Fenty. It's often cited as a social first brand. But Rihanna had done quite well dominating traditional media channels before she launched her brand. Without this fame to harness, would Fenty be Fenty? You could ask the same question about Skims.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOf course there are exceptions, Glossier being one. Prime another (although I see it around less than I used to).\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eHowever, in the vast majority of cases, success depends on the agnostic choreography of all media channels available, whether owned, earned, social\/shared or paid for. Social, like AI, is just another servant to the bigger cause of brand building.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAt VCCP Social Club (our specialist social capability), we believe 'social is the sun'. It is the new word of mouth, helping your brand radiate and illuminate your message. At the same time, it's only part of the cosmos, not the whole thing.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThat's because we believe no single channel should automatically take precedence.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIn our view, the only thing that automatically comes first is your Brand World. This is the sum total of every impression your brand makes across every touchpoint. It is the compound advantage of truly coherent branding. The difference between fragmentation and cut through, between the dilution or concentration of resource.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIn the constant battle to find the right media mix, we should avoid leaping to conclusions about what comes first, second or third.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe greatest brands are a complex and evolving mass of media impressions. Glimpsed online, on a shelf, at an event, on a phone screen, or in an app (and sometimes, still, on a poster or a TV).\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eManaging this mix only gets harder as the list grows longer. But the first rule is to avoid ruling which comes first.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZtpEdM\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZtpEdM\"} \/-->","post_title":"Let's Avoid A Social Hierarchy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"lets-avoid-a-social-hierarchy","to_ping":"","pinged":"","post_modified":"2026-08-17 17:23:40","post_modified_gmt":"2026-08-17 16:23:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=thinking&#038;p=21702","menu_order":0,"post_type":"thinking","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21704,"post_author":"77","post_date":"2026-08-19 10:58:27","post_date_gmt":"2026-08-19 09:58:27","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur new campaign for Old El Paso, \u2018The Crunch is Calling\u2019, positions the distinctive sound of a taco bite as a playful signal to put down phones, pause the day, and gather around the table.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"20XAAy\",\"blockUniqueClass\":\"lazyblock-text-full-width-20XAAy\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1219232676\",\"vimeo-unlisted-video-hash-value\":\"e6646f5cfe\",\"blockId\":\"1yXr7i\",\"blockUniqueClass\":\"lazyblock-video-1yXr7i\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAt the center of the campaign is a 30-second film directed by J Marlow through Outsider, created in collaboration with our global content studio Girl\\u0026amp;Bear. The spot follows everyday people - from an office worker to a barber and a lawnmower driver - who are pulled away from their daily routines to race toward a family dinner table the moment a woman bites into a taco and sends an irresistible crunch echoing through the town.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1xUnPg\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1xUnPg\"} \/-->\n\n<!-- wp:image {\"id\":21705,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-1024x579.jpg\" alt=\"\" class=\"wp-image-21705\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBy stepping outside the typical picture-perfect home setting, the campaign spotlights how messy, hands-on meals can cut through the noise of daily life and bring people together for moments that matter.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022We\u2019re taking the idea that dinner is the ultimate community ritual and turning it into a call to action. \u2018The Crunch is Calling\u2019 celebrates the unique power of Mexican food to cut through the everyday humdrum and bring people together. It\u2019s loud, it\u2019s fun, and it\u2019s a reminder that the best connections happen when you\u2019re hands-on, heads-up and fully engaged. We\u2019re ready for the nation to hear the crunch and come together.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eRodrigo Pati\u00f1o, Business Unit Director at Old El Paso\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Bringing this campaign to life with Old El Paso has been an absolute blast. It represents a creative leap for the brand into a more vibrant, messy, authentic space, and it's a testament to a partnership that just keeps getting stronger. We\u2019re incredibly proud of the work, and trust us - this is only the beginning.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eRoss Neil, Executive Creative Director at Blue\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe work is rolling out globally across TV, social, digital, outdoor, and in-store channels.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ItgsV\",\"blockUniqueClass\":\"lazyblock-text-full-width-ItgsV\"} \/-->","post_title":"Old El Paso demonstrates the \u2018pull\u2019 of the crunch in new campaign","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"old-el-paso-demonstrates-the-pull-of-the-crunch-in-new-campaign","to_ping":"","pinged":"","post_modified":"2026-08-19 10:58:28","post_modified_gmt":"2026-08-19 09:58:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21704","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21647,"post_author":"77","post_date":"2026-07-27 20:38:47","post_date_gmt":"2026-07-27 19:38:47","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eData tells us what happened. AI is getting frighteningly good at telling us what will happen next.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eNeither of them can change what happens.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThat's the part I keep coming back to, because our industry is currently investing enormous amounts in the first two and treating the third as a nice-to-have. Only creativity changes outcomes. Not because it's magic, but because feeling something is what precedes doing something, and no dashboard has ever made anyone feel anything.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u0026nbsp;\\u003c\/p\\u003e\\n\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003eWhat we\u2019re actually building\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eVCCP Media's work with Dr. Karen Nelson-Field found that\\u003c\/span\\u003e\\u003cb\\u003e 1.5 seconds of genuine attention is enough to encode a memory, provided distinctive brand assets are doing their job\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e. Short exposure isn't wasted exposure. [1]\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBut where those assets aren\u2019t working, brands levy what the research calls a distinctive asset tariff on themselves:\\u003c\/span\\u003e\\u003cb\\u003e up to 66 cents wasted in every dollar of digital spend.\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e Invisible on every dashboard you look at. And it\u2019s a creative problem, not a media one, which is why buying smarter won\u2019t touch it.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThat reframes what we\u2019re doing when we make an ad. We aren\u2019t delivering a message. We\u2019re building a memory structure that has to survive months of nothing, and then fire at the exact moment someone is sitting across from their physician trying to remember why they wanted to ask about this.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThat\u2019s a craft problem. It\u2019s also the only part of this job that AI can\u2019t do for us.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u0026nbsp;\\u003c\/p\\u003e\\n\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003eWhy our audience is harder than most\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eHere\u2019s what makes healthcare different, and it isn\u2019t the regulation.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIn a consumer category, the person at second zero is indifferent. Not for you, not against you. Scrolling.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIn ours, they arrive already unsure who to believe. Trust in your own doctor fell from 93 percent to 85 percent in two years, and trust in the FDA fell from 65 percent to 53 percent over the same period. [2] These are not fringe numbers. They describe the ordinary person in the waiting room, and brands are further from the centre of that circle than either the physician or the regulator.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBut the finding that rearranged my thinking is smaller and barely gets quoted. A third of adults now take health questions to an AI tool, which puts it level with social media as a health information source. [3] Speed is the main reason people give. More than a third, though, say it is because they feel more comfortable asking privately, and that is the number worth sitting with.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI want to be careful here, because this is not a story about doctors failing. Clinicians are doing extraordinarily complex work inside fifteen-minute appointments, and the privacy people say they are looking for is a function of a system under strain, not of anyone\u2019s character. It\u2019s also worth saying plainly that a chatbot which is warm and confidently wrong is not an improvement on anything.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBut it does tell us something about the mindset we\u2019re designing for. Being right is not the same as feeling received. And that gap is not a data problem. Data can tell you it exists. It cannot close it.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u0026nbsp;\\u003c\/p\\u003e\\n\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003eCHESS, and what it\u2019s really for\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eVCCP\u2019s shorthand for what breaks through in those opening seconds is CHESS: character, humor, emotion, surprise, sound.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIn consumer categories these get read as attention levers. In Pharma, they\u2019re doing something more specific: each one is a signal about who is speaking and how. Which is precisely what a guarded audience is screening for before they\u2019ve processed a single claim.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eCharacter\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e is the most underused asset we have, because we\u2019ve confused protagonist with spokesperson. A character is someone who comes back. Ours is usually an anonymous patient-actor recast next cycle. Bring the same person back three times and you have an asset. Do it once and you have casting.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eHumor\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e is almost entirely absent, and the reason given is always that the condition is serious. That confuses the subject with the tone. Anyone who has spent an afternoon in a patient community knows people living with a diagnosis are frequently, startlingly funny about it. That humor is unmistakably not the voice of an institution, which is what makes it work.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eEmotion\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e is the one we think we\u2019re good at and mostly aren\u2019t, because what we reach for is uplift. Resolution, sunlight, the moment after. Uplift is the category\u2019s factory setting and recognizable across a room in half a second. Specificity is what lands: the small true detail that makes one person go, quietly, that\u2019s me.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eSurprise\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e is structurally the most valuable lever we have, because it\u2019s by definition the thing a guarded viewer has no file for. Someone who can\u2019t immediately classify what they\u2019re looking at hasn\u2019t yet decided to dismiss it.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eSound\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e is the biggest waste and the cheapest fix. Sonic identity is a real distinctive asset, which is why the research strips it out when testing. Ours is a shared library of the same reassuring piano, which means our sonic asset belongs to the category rather than to any of us. Ask MassiveMusic, sonic branding builds brands and deeply enters sensorial association.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eRun the test yourself. Strip the logo, the ISI, the corporate blue, the piano from your last campaign. Could anyone tell it was yours?\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u0026nbsp;\\u003c\/p\\u003e\\n\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003eNone of this works without the insight\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI want to be clear that CHESS is not a licence to be interesting for its own sake. Distinctiveness without insight is just noise with better production values, and our category has plenty of that already.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe levers only work when they\u2019re aimed at something true about how a specific person is actually thinking. What they\u2019re frightened of at 2am. What they\u2019ve already been told by four other people. What they\u2019re not saying in the consultation because they don\u2019t want to seem difficult. That understanding is the raw material. Everything else is delivery.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWhich is where data earns its place, and it\u2019s a serious one. It maps the mindset. It tells us where the resistance sits and who is carrying it. AI can increasingly tell us how that will move next quarter.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThen somebody has to make something that changes it. That\u2019s the part that has never been automated and, I\u2019d argue, can\u2019t be, because the thing we\u2019re trying to shift isn\u2019t an input in a model. It\u2019s how someone feels about a decision they\u2019re frightened to make.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u0026nbsp;\\u003c\/p\\u003e\\n\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003eWhat it\u2019s for\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIn January 2020, 32% of Americans had a positive view of the pharmaceutical industry. By February 2021 it was 62%. By the end of 2025 it was 43%. [4]\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI find that trajectory hopeful rather than depressing. It happened once, inside living memory, and most of us were there for it. Trust moved thirty points in thirteen months because for one extraordinary stretch people could see what the science actually does.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWe have that science. It\u2019s real, and in most of our categories it\u2019s the most useful thing in the room. What we haven\u2019t consistently had is work that makes anyone feel it.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThat\u2019s the whole job, and it\u2019s worth doing properly. Not because a better ad builds a better brand, though it does. Because someone books the appointment they\u2019ve been putting off for eight months, and asks the question they were too embarrassed to ask, and the science finally gets to do what it was developed to do.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eData can tell us that person exists. AI can tell us how likely they are to move.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOnly the work can move them.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZFKiCa\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZFKiCa\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eReferences\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003col style=\\u0022text-align: left;\\u0022\\u003e\\n\\u003cli\\u003e\\n\\u003cp\\u003eHacking the Attention Economy, VCCP Media with Dr. Karen Nelson-Field and Amplified. 20,000+ views of 72 ads tested in original and \\u0022bad twin\\u0022 versions.\\u003c\/p\\u003e\\n\\u003c\/li\\u003e\\n\\u003cli\\u003e\\n\\u003cp\\u003eKFF Tracking Poll on Health Information and Trust, January 2025. Nationally representative sample of 1,310 US adults, fielded January 7 to 14, 2025.\\u003c\/p\\u003e\\n\\u003c\/li\\u003e\\n\\u003cli\\u003e\\n\\u003cp\\u003eKFF Tracking Poll on Health Information and Trust: Use of AI for Health Information and Advice, March 2026. Nationally representative sample of 1,343 US adults, fielded February 24 to March 2, 2026.\\u003c\/p\\u003e\\n\\u003c\/li\\u003e\\n\\u003cli\\u003e\\n\\u003cp\\u003eThe Harris Poll, US pharmaceutical industry positive perception tracking. January 2020 (32%), February 2021 (62%), end of 2025 (43%).\\u003c\/p\\u003e\\n\\u003c\/li\\u003e\\n\\u003c\/ol\\u003e\\n\\u003ch6 style=\\u0022text-align: left;\\u0022\\u003e\u00a0\\u003c\/h6\\u003e\",\"blockId\":\"1kLpcF\",\"blockUniqueClass\":\"lazyblock-text-full-width-1kLpcF\"} \/-->","post_title":"The Third Thing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-third-thing","to_ping":"","pinged":"","post_modified":"2026-08-12 11:43:14","post_modified_gmt":"2026-08-12 10:43:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=thinking&#038;p=21647","menu_order":0,"post_type":"thinking","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21634,"post_author":"78","post_date":"2026-05-26 15:33:52","post_date_gmt":"2026-05-26 14:33:52","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWe\u2019re helping Primark to step into summer with a new campaign that leans into the glamour of classic heist cinema, proving high style doesn't need a heavy price tag.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2ngdv7\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2ngdv7\"} \/-->\n\n<!-- wp:image {\"id\":21625,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_2026_05_08_1555_2-1024x576.jpg\" alt=\"Three women in sunglasses are planning a heist\" class=\"wp-image-21625\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2018The Get Away\u2019 marks the latest evolution of Primark's \u2018That\u2019s So Primark\u2019 brand platform. Building on previous hits like \u2018Shockingly Chic\u2019 and \u2018In Denim We Can\u2019, the initiative aims to strengthen the retailer\u2019s reputation for style, quality, and value across the UK, US, and - for the first time ever - Spain.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eFeaturing eight hero summer looks - including striped maxi dresses, embroidered co-ords, and beach-ready swimwear - the push highlights the feeling of finding elevated fashion at prices so low it feels almost criminal\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1Ydhfq\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1Ydhfq\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1191895104\",\"vimeo-unlisted-video-hash-value\":\"201734bb8c\",\"blockId\":\"19BJsB\",\"blockUniqueClass\":\"lazyblock-video-19BJsB\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eDirected by Tom Green through Stink Films in collaboration with our global content creation studio Girl\\u0026amp;Bear, the hero film follows three friends sneaking into an exclusive club in high-end Primark outfits, leading to a high-speed chase through Mediterranean backstreets before a surprise ending reveals a lost bag being returned by the concierge.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAlongside the film, the campaign borrows heavily from glossy Hollywood tropes across static photography, captured by Nicholas Maggio.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eGirl\\u0026amp;Bear managed end-to-end production across film, stills, DOOH, and social assets. Social strategy was led by Social Chain, with media buying handled by One Publicis Primark.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZPdWz8\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZPdWz8\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1.jpg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1-300x169.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1-300x169.jpg%20300w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1-1024x576.jpg%201024w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1-768x432.jpg%20768w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1-1536x864.jpg%201536w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1.jpg%201920w%5C%22%20sizes=%5C%22auto,%20(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:21635,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21635%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/PrimarkTheGetAway_60s_16x9_Online_CLEAN_2026_05_08_1754_5-1.jpg%22,%22sizes%22:%22%22%7D\",\"blockId\":\"VSeHC\",\"blockUniqueClass\":\"lazyblock-image-full-width-VSeHC\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eRooted in the insight that travel prompts shoppers to rethink their wardrobes, the campaign targets key consumer moments - from searching for holiday outfit inspiration to summer binge-watching. The multi-channel launch spans TikTok, YouTube, connected TV, and high-impact outdoor media across major hubs, including London's Central Line and Tottenham Court Road, as well as high-visibility placements across Spain.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022With \u2018The Get Away\u2019, we wanted to put our Summer style credentials front and centre, showcasing fashion-forward pieces designed to rival the high street\u2019s most coveted looks - without the high price tag. This campaign celebrates that gleeful feeling when you find a look you love at a price you can\u2019t quite believe, all wrapped up in a playful, cinematic world full of humour and fun.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWendy Duggan, Marketing Director at Primark\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022There\u2019s something so fun in the idea of looking this chic, for these prices, it feels like you\u2019re breaking the rules. \u2018The Get Away\u2019 leans into that feeling completely, reimagining Primark through the lens of a glossy fashion heist movie - playful, glamorous and always with that knowing wink that sits at the heart of the brand.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eNikki Lindman, Creative Director at VCCP\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022We are excited to bring this campaign to life on the Primark social channels. Working closely with VCCP we have developed concepts that align with the strategic direction of the campaign and ensure there is a cohesive feel across all platforms. Through social, we\u2019ll introduce the audience to a range of different glamorous characters as they execute high end looks for less. All supported by stop motion animation content and shoppable Pinterest boards, highlighting even more fabulous pieces from Primark\u2019s Summer collection.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eJude Summerton, Producer at Social Chain\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1CUwGf\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1CUwGf\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"Primark Channels High-Fashion Heist Movies for Summer Campaign","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"primark-channels-high-fashion-heist-movies-for-summer-campaign","to_ping":"","pinged":"","post_modified":"2026-08-12 12:08:24","post_modified_gmt":"2026-08-12 11:08:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21634","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21472,"post_author":"78","post_date":"2026-06-18 08:57:06","post_date_gmt":"2026-06-18 07:57:06","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eOur latest work for Co-op Food launches 'Pop to Co-op', a new campaign that celebrates the ease and spontaneity of convenience shopping.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTapping into a phrase already embedded in the nation's everyday language, the platform highlights Co-op's role in saving the day when plans shift - whether that means pulling together an impromptu summer BBQ, feeding a house full of hungry kids, or salvaging a cancelled night out with a cozy meal at home.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1OEuCI\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1OEuCI\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1201731455\",\"vimeo-unlisted-video-hash-value\":\"98f7082626\",\"blockId\":\"EqXd3\",\"blockUniqueClass\":\"lazyblock-video-EqXd3\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTo capture the speed of convenience on screen, our content creation studio Girl\\u0026amp;Bear teamed up with production company Lovesong on two fast-paced short films that show how quickly a trip to Co-op turns everyday dinner dilemmas into effortless wins.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1dLKmX\",\"blockUniqueClass\":\"lazyblock-text-full-width-1dLKmX\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22Man%20looking%20happily%20smug%20alongside%20the%20words%20'Pop%20to%20Co%20Op'%20%22,%22title%22:%22VCCP%20Pop%20to%20Co%20Op%20%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:21473,%22link%22:%22https:\/\/www.vccp.com\/uk\/work\/co-op\/pop-to-co-op\/attachment\/hero-1-2%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/HERO-1.jpg%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/HERO-1-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:169,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/HERO-1-300x169.jpg%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:360,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/HERO-1-1024x576.jpg%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/HERO-1.jpg%22,%22height%22:1080,%22width%22:1920,%22orientation%22:%22landscape%22%7D%7D%7D\",\"blockId\":\"tpYyn\",\"blockUniqueClass\":\"lazyblock-image-full-width-tpYyn\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022With summer being our busiest season of the year, we are launching a major new push to ensure Co-op is front of mind when shoppers need to sort a quality, spontaneous dinner or grab daily essentials. Millions of busy customers already trust us every day to rescue or elevate their plans, proving that picking-up something on-the-go never has to feel like a compromised choice. We are thrilled to introduce 'Pop to Co-op,' a campaign that celebrates these quick-fix, real-life moments.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eRachel Halter, Customer Director at Co-op\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Pop to Co-op. It\u2019s what we do. It\u2019s in everyday language. And it\u2019s the perfect way to sum up this idea about ultimate convenience. No matter what happens in life, no matter what you need, whether it\u2019s a craving for lollipops coz the suns out, pizzas coz the neighbourhood kids have arrived en masse or your bezzie cancels a night out, just pop to co-op. It\u2019s another demonstration of Co-op doing right by you because it\u2019s right by you.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eChris Birch and Jonathan Parker, Chief Creative Officers\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign is running across TV, social, out-of-home, display, press, and radio throughout the summer.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cbr style=\\u0022font-weight: 400;\\u0022 \/\\u003e\\u003cbr style=\\u0022font-weight: 400;\\u0022 \/\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZesrDp\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZesrDp\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"'Pop to Co-op'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"pop-to-co-op","to_ping":"","pinged":"","post_modified":"2026-07-28 11:31:55","post_modified_gmt":"2026-07-28 10:31:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21472","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21490,"post_author":"78","post_date":"2026-05-28 14:11:33","post_date_gmt":"2026-05-28 13:11:33","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTogether with O2, we have launched 'Find the beautiful game in beautiful places', a new integrated campaign to celebrate the freedom of inclusive EU roaming.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWhile holidays are usually about finding hidden gems and soaking up local culture, this summer brings an added priority for many travelers: tracking down the best spot to watch the football. As the only major UK network that lets customers roam freely in the EU up to 25GB at no extra cost, O2 is giving holidaymakers the data they need to stream, search, and navigate their way to the match, wherever they happen to be.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1oUWN6\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1oUWN6\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1212004156\",\"vimeo-unlisted-video-hash-value\":\"191896d3c4\",\"blockId\":\"2wOyHw\",\"blockUniqueClass\":\"lazyblock-video-2wOyHw\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAt the centre of the campaign is a short film developed by our global content creation studio Girl\\u0026amp;Bear. The film follows two teenagers who use their roaming data to navigate the winding streets of a sleepy European town, eventually discovering a lively local social club where they can watch the game.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eRunning alongside the film is an out-of-home campaign shot by Tom Cockram, featuring classic European holiday scenes that naturally form the visual \u2018O\u2019 of the O2 logo. To help customers get even more out of their trips, O2 is also offering perks like free Super Duolingo lessons to brush up on local languages and discounts on Voi e-bikes to help them explore.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZvWIUV\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZvWIUV\"} \/-->\n\n<!-- wp:image {\"id\":21491,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Untitled-22-July-2026-at-14.05.38-1024x576.png\" alt=\"A billboard of a man in a pool on a doughnut floaty watching a football game on his phone \" class=\"wp-image-21491\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Holidays are no longer about tourist experiences, instead, holidaymakers want to find authentic local culture and hidden gems to explore. As the only major UK network offering all of our customers inclusive EU roaming at no extra cost, we\u2019re providing the ultimate travel essential for spontaneous discovery and adventure. By tapping into the cultural power of the football this summer, this campaign beautifully captures the human thrill of the unknown and brings our \u2018Essential for Living\u2019 proposition to life.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eRachel Swift, Director of Brand and Advertising at Virgin Media O2\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022O2 is the only major UK network that doesn't charge their customers extra for EU roaming. This summer, for many travellers, that\u2019s going to mean just one thing; finding the game. Whether it\u2019s finding a football-loving speakeasy, or streaming the match on the beach. We've created a proper showcase for how data roaming has evolved from a simple utility into an essential tool.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eDavid Masterman, Executive Creative Director\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign is running nationwide across TV, cinema, online video, outdoor, social, and radio through to late July.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"228299\",\"blockUniqueClass\":\"lazyblock-text-full-width-228299\"} \/-->","post_title":"O2 Helps Travellers Find the Beautiful Game in Beautiful Places","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"o2-helps-travellers-find-the-beautiful-game-in-beautiful-places","to_ping":"","pinged":"","post_modified":"2026-07-28 10:25:21","post_modified_gmt":"2026-07-28 09:25:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21490","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21475,"post_author":"78","post_date":"2026-05-18 09:00:38","post_date_gmt":"2026-05-18 08:00:38","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eGreat storytelling stays with us as we grow. From Disney and Pixar\u2019s \u2018Monsters, Inc.\u2019, to FX\u2019s \u2018Alien: Earth\u2019,\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eour new campaign for Disney+ celebrates the enduring emotional connection we have with great Disney+ stories and champions the expansive library of blockbuster films, original series, and exclusive shows available on the streaming service.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eHighlighting the enduring power of world-class storytelling, our latest campaign marks the next chapter of the brand\u2019s creative platform \u2018A Lifetime of Great Stories\u2019 and reinforces Disney\u2019s 100-year heritage.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Zefw4Q\",\"blockUniqueClass\":\"lazyblock-text-full-width-Zefw4Q\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1189298934\",\"vimeo-unlisted-video-hash-value\":\"bdc856cf0c\",\"blockId\":\"1s3th6\",\"blockUniqueClass\":\"lazyblock-video-1s3th6\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eThe centerpiece of the campaign is a cinematic film titled \\u0022Under The Bed,\\u0022 directed by Stefanie Soho through Smuggler and produced in collaboration with our content creation studio, Girl\\u0026amp;Bear. Shot on 35mm film for an authentic feel, the film captures a boy's lifelong love for iconic entertainment as he grows from a child watching \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eMonsters, Inc.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e to an adult discovering new releases with his own family. A custom reimagining of Olivia Rodrigo\u2019s hit single \\u0022Vampire\\u0022 provides the emotional soundtrack to his journey. The campaign has rolled out across TV, VOD, cinema, and social channels throughout Europe, the Middle East, and Africa.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\\u0022This next chapter of 'A Lifetime of Great Stories' builds on what we've already started, keeps storytelling at the heart of Disney+, and reflects how it's home to both stories for families and for adults. It's something we've developed closely with our creative agency, VCCP, and with our wider team. At its heart, the campaign is about the enduring nature of a great story, the way it can shape us, and the evolution of the stories we encounter at different stages of our lives.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eEmma Quartly, Vice President of Marketing, Disney+ EMEA\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\u201cWhen I first got the script, I immediately had that slightly embarrassing thought of, \u201cOh god\u2026 I still kind of do this.\u201d That feeling of being shaped by the stories you grew up with never really leaves you, and that\u2019s what made this brief so special to me from the start. It had warmth, humor, nostalgia, suspense, all wrapped inside these little, very human, instantly relatable moments. Working with VCCP and Disney+ honestly felt like being surrounded by people who cared deeply about the exact same details I care about. The reactions between the lines, the awkward little truths you fail to hide, the real life mix of tenderness and honesty. Everyone wanted to make something cinematic, but still grounded enough that people would genuinely recognise themselves in it. That\u2019s a pretty rare combination, and I loved every second of it with the best team I could have wished for.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eStefanie Soho, Director\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cbr style=\\u0022font-weight: 400;\\u0022 \/\\u003e\\u003cbr style=\\u0022font-weight: 400;\\u0022 \/\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1WK83X\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1WK83X\"} \/-->","post_title":"The next chapter of our Disney+ story","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-next-chapter-of-our-disney-story","to_ping":"","pinged":"","post_modified":"2026-07-28 11:28:45","post_modified_gmt":"2026-07-28 10:28:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21475","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"additional_contact_title":"Press Office","additional_contact_name":"Georgia Wright","additional_contact_number":"","additional_contact_email":"gwright@vccp.com"},"lang":"en-gb","translations":{"en-gb":18},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/pages\/18","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/comments?post=18"}],"version-history":[{"count":736,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/pages\/18\/revisions"}],"predecessor-version":[{"id":21712,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/pages\/18\/revisions\/21712"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=18"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}