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Adrian Coleman co-founded VCCP around Charles Vallance\u2019s kitchen table, united in a desire to challenge the bad habits of the industry. Over the past 21 years, in his capacity as Group CEO, Adrian has grown VCCP from an agency of four to over 1100 people, with 8 offices across the Globe and 19 specialist capabilities. As one of the UK\u2019s most in demand agencies, VCCP reached a huge milestone in 2023, being named the UK\u2019s biggest creative agency by billings. 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{\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eSpirits are high in VCCP Towers. In our London office, our Town Hall is adorned with the flags of the teams competing in the Football World Cup, and yesterday we brought our US and UK teams together to celebrate some of our summer campaigns and recent wins, pumping the office full of great vibes and summer tunes (AI-generated Lemon DJ on the decks, of course).\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eToday we have an extra reason to celebrate, having taken home three golds at this year\u2019s Campaign Global Agency of the Year awards. Global Creative Agency of the Year. Global Integrated Marketing Agency. Global Agency Growth Leader. Three great reasons to celebrate and three more wins for an agency determined to challenge convention and populate culture across the work we create.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eCampaign\u2019s Global Agency of the Year awards recognise agencies that continually evolve to meet their clients' needs, delivering creative thinking, exceptional talent, and a relentless hunger for innovation. Here\u2019s why we won. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZDo63P\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZDo63P\"} \/-->\n\n<!-- wp:lazyblock\/two-column-media-and-text {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22PHOTO-2026-06-19-10-54-43%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:21424,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21424%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/06\/PHOTO-2026-06-19-10-54-43.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\/06\/PHOTO-2026-06-19-10-54-43-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:300,%22width%22:225,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/06\/PHOTO-2026-06-19-10-54-43-225x300.jpg%22,%22orientation%22:%22portrait%22%7D,%22large%22:%7B%22height%22:853,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/06\/PHOTO-2026-06-19-10-54-43-768x1024.jpg%22,%22orientation%22:%22portrait%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/06\/PHOTO-2026-06-19-10-54-43.jpg%22,%22height%22:2048,%22width%22:1536,%22orientation%22:%22portrait%22%7D%7D%7D\",\"media-right-aligned\":true,\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eCampaign Creative Agency of the Year\u00a0\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eIn 2025 we took Wimbledon to a global stage, helped Spectrum reconnect with America, and brought to life Bournville\u2019s first new brand platform in over 50 years. These were just some of the creative moments we delivered in a year where we also took home seven Cannes Lions and won over 100 awards for our AI-driven Daisy versus Scammers campaign for O2.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\u201cIn 2025, our creative output was stronger than ever before because of several reasons, but the key one was our creative department\u2019s long-term strategy of creating work that populates culture. I set this creative ambition back in 2009: to create ideas that effortlessly become part of culture, that develop a life of their own, and stay front of mind long-term. It\u2019s a goal for everything that the agency creates\u201d.\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eDarren Bailes, Global Chief Creative Officer\u00a0\\u003c\/b\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1dN8Br\",\"blockUniqueClass\":\"lazyblock-two-column-media-and-text-Z1dN8Br\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eGlobal Integrated Agency of the Year\u00a0\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\u201cIt only works if it all works\u201d is the special sauce of VCCP. It's what enables us to deliver world-class output across all our different capabilities and companies, and we\u2019re proud to be taking home this award for the third year in a row.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eWe operate as a global, fully integrated creative agency with the full spectrum of marketing capabilities under one roof. In 2025, we raised the bar across all of our capabilities ensuring we\u2019re truly integrated, uniting our leading specialist PR agencies as VCCP Roar, expanding Girl\\u0026amp;Bear into the US, and launching VCCP Social Club globally.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eGlobal Industry Growth Leader\u00a0\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eSteph Brimacombe has spent 15 years shaping VCCP into one of the world\u2019s leading creative communication networks. As VCCP\u2019s Group CGO, Steph has been the driving force behind the agency\u2019s international expansion, securing transformative client wins and steering high-profile global accounts.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eRelentless in her pursuit of excellence, this is Steph\u2019s second consecutive year winning the Global Industry Growth Leader award. In 2025, she led us to our most successful new business year yet, all while stepping into the additional role of CEO of our consolidated PR offering, VCCP Roar.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\u201cThis victory belongs to every single person across VCCP. It's testament to the immense amount of talent, collaboration and hard work the VCCP family bring to the table every day\u201d.\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eJulian Douglas, Global Group CEO\u00a0\\u003c\/b\\u003e\\u003c\/p\\u003e\",\"blockId\":\"28fDno\",\"blockUniqueClass\":\"lazyblock-text-full-width-28fDno\"} \/-->","post_title":"A triumvirate of triumphs at this year\u2019s Campaign Global Agency of the Year Awards!","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"a-triumvirate-of-triumphs-at-this-years-campaign-global-agency-of-the-year-awards","to_ping":"","pinged":"","post_modified":"2026-06-22 10:50:24","post_modified_gmt":"2026-06-22 09:50:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=21438","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21439,"post_author":"77","post_date":"2026-06-22 10:50:27","post_date_gmt":"2026-06-22 09:50:27","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u003cstrong\\u003eFor the first time, our annual ESG report formally aligns with the IFRS Foundation's Sustainability Accounting Standards Board (SASB) framework for the Advertising and Marketing sector.\\u003c\/strong\\u003e Aligning to SASB Standards helps us deliver audit-ready value, as the proactive partner our clients need to achieve their own ESG ambition.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWe have applied a \u2018double materiality\u2019 perspective, assessing how environmental and societal risks affect our business, and how our actions impact the world around us. Adopting the SASB framework means our ESG reporting is just as rigorous and detailed as global financial accounting. This level of openness matters, because we and the ambitious brands we work with know that trust is our most valuable strategic asset.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSharing progress on ESG has become more challenging since the early days of near-term and final net zero target setting. However, we believe that the importance of responsible business, sustainable practices and ESG reporting hasn\u2019t waned. It\u2019s now a permanent ecosystem shift, and sharing credible updates on progress is essential for organisations which want to add value for their clients, whilst acting as a trusted partner.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWorking within international and locally recognised frameworks helps create corporate trust.\u00a0 ESG with the G standing for Governance has never been more vital. Not in a performative way.\u00a0 But in the hard yards and due diligence, with teams of people and systems in place to not only be able to operate responsibly and execute good governance, but to measure it as well.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe communication industry has robust frameworks for measurement and reporting - such as initiatives led by Ad Net Zero, Ad Green and the Conscious Advertising Network.\u00a0 We are proud to be Ad Green\u2019s Superuser of the Superusers, and to be a Conscious Advertising Network Top Member, as reported in their Annual Reports.\u00a0 This external recognition underlines our commitment in our day to day activity, across our teams, that hold ourselves to account and our heads high.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIn our latest ESG Report, we\u2019ve taken a hard look through a double materiality lens at what\u2019s most important to the business and our people. Inside out, outside in, by benchmarking across peer organisations and leading frameworks, including SASB, GRI, and the Responsible Media Forum. This allows VCCP to be transparent around the topics that matter to our stakeholders. The process helps us anticipate emerging trends, strengthen our sustainability governance, and continue to refresh our strategy.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur cross functional ESG committee has worked across all aspects of VCCP to drive the incremental steps that make our responsible operating, reporting, and progress, robust and credible. Alongside our SASB alignment, this year we\u2019ve also elevated existing accreditations to ensure that they are globally recognised - securing for instance Fair Wage accreditation across all our offices. We have invested in creating innovative carbon and social forecasting and measurement calculators, and we\u2019re committed to consistent transparency around our progress.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur role is to create sustainable value for our clients, not just as their trusted partner in creative communications, but as a preferred supplier, who through our own governance and reporting and our commitment to creating workflows and measurement tools we can better support our clients\u2019 net zero and social value ambition.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur full 2025 ESG Report is available to read \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/wp-content\/uploads\/sites\/10\/2026\/06\/VCCP-ESG-Report-2025_compressed.pdf\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noopener\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ehere\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\u00a0\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIf you\u2019d like to discuss how we can help you meet your net zero and social ambition please get in touch \\u003ca href=\\u0022mailto:fcouper@vccp.com\\u0022\\u003efcouper@vccp.com\\u003c\/a\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"28HVtC\",\"blockUniqueClass\":\"lazyblock-text-full-width-28HVtC\"} \/-->","post_title":"We\u2019re aligning with global reporting standards to support our ESG transparency","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"were-aligning-with-global-reporting-standards-to-support-our-esg-transparency","to_ping":"","pinged":"","post_modified":"2026-06-22 10:50:27","post_modified_gmt":"2026-06-22 09:50:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=21439","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21401,"post_author":"78","post_date":"2026-06-16 11:54:25","post_date_gmt":"2026-06-16 10:54:25","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eLast year, the UK advertising industry generated a record breaking \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\u00a319.4 billion of economic revenue\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e, making us the second biggest advertising exporter in the world and placing our industry in the same ranks as energy and metals when it comes to supporting the UK economy through trade.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eOur new work for the UK Advertising Export Group (UKAEG), brings together UK advertising as one \u2018Team GB\u2019 of creative brilliance and strategic work that generates revenue for clients, positioning the sector as a global powerhouse. The campaign aims to \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eshowcase UK Advertising\u2019s unique proposition on the world stage.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e'UK Advertising. Where creativity works' was \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003edesigned by VCCP and our global content creation agency Girl\\u0026amp;Bear and brought to life by our digital experience agency Bernadette. The tile motif \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003erepresents the diverse blend of talent, innovation, and creative disciplines that form the UK\u2019s modern advertising ecosystem.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1Jb872\",\"blockUniqueClass\":\"lazyblock-text-full-width-1Jb872\"} \/-->\n\n<!-- wp:lazyblock\/two-column-media-and-text {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22PHOTO-2026-06-16-08-19-50%202%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\/06\/PHOTO-2026-06-16-08-19-50-2.jpeg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22189%5C%22%20height=%5C%22300%5C%22%20src=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/06\/PHOTO-2026-06-16-08-19-50-2-189x300.jpeg%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\/06\/PHOTO-2026-06-16-08-19-50-2-189x300.jpeg%20189w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/06\/PHOTO-2026-06-16-08-19-50-2-644x1024.jpeg%20644w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/06\/PHOTO-2026-06-16-08-19-50-2-768x1220.jpeg%20768w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/06\/PHOTO-2026-06-16-08-19-50-2.jpeg%20900w%5C%22%20sizes=%5C%22auto,%20(max-width:%20189px)%20100vw,%20189px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:21404,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21404%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/06\/PHOTO-2026-06-16-08-19-50-2.jpeg%22,%22sizes%22:%22%22%7D\",\"media-right-aligned\":true,\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eThe campaign was launched at London\u2019s Outernet on Monday, marking the first time a \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\u00a0UK business sector has utilised the space. For maximum impact, a bespoke version of the campaign was created to play on the space\u2019s wraparound screens. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eThe launch was attended by Minister of Trade \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eMinister Chris Bryant, who said of the campaign, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\u201cWe hardly ever boast on the international stage about advertising, and yet we\u2019re the second biggest advertising exporter in the world. We have a bounce of trade which every other sector in the British economy would die for.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e \\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eThe work will have its international debut at the Cannes Lions festival after launching in the UK this week.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003eSpeaking on the launch, our Global Group CEO and Chair of the UKAEG, Julian Douglas noted \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 300;\\u0022\\u003e\u201cPound for pound, the UK is the best creative advertising market in the world. And in a fiercely competitive global market, that matters. The awards we win are great, but the commercial results of UK Advertising drives are what really count. \u2018Where Creativity Works\u2019 is a statement of fact. And the new campaign lands it emphatically. The tile system captures a modern, multifaceted creative industry, all pointing in the same direction.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cbr style=\\u0022font-weight: 400;\\u0022 \/\\u003e\\u003cbr style=\\u0022font-weight: 400;\\u0022 \/\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z15gKYL\",\"blockUniqueClass\":\"lazyblock-two-column-media-and-text-Z15gKYL\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1201719313\",\"vimeo-unlisted-video-hash-value\":\"7789cfc001\",\"video-description\":\"VCCP x AA Outernet Launch \",\"blockId\":\"ZQvMlY\",\"blockUniqueClass\":\"lazyblock-video-ZQvMlY\"} \/-->","post_title":"We\u2019re helping UK Advertising reach greater global heights\u00a0","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"were-helping-uk-advertising-reach-greater-global-heights","to_ping":"","pinged":"","post_modified":"2026-06-16 11:54:25","post_modified_gmt":"2026-06-16 10:54:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=21401","menu_order":0,"post_type":"news","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":"2026-06-22 10:49:46","post_modified_gmt":"2026-06-22 09:49:46","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":21392,"post_author":"77","post_date":"2026-06-08 09:35:00","post_date_gmt":"2026-06-08 08:35:00","post_content":"<!-- wp:paragraph {\"align\":\"center\",\"fontSize\":\"medium\"} -->\n<p class=\"has-text-align-center has-medium-font-size\"><strong><em>In his third Campaign column of the year, our Founding Partner and Chairman Charles Vallance breaks down the current love of 'nowstalgia' and why the marketing industry should kickstart a new era of cultural momentum<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eI tend to be suspicious of transformation programmes. Especially when they\u2019re preceded by the word 'digital'.\\u003c\/p\\u003e\\n\\u003cp\\u003eSo many programmes that are billed as game-changing quietly get shelved, ending with an incremental whimper rather than a transformative bang. Perhaps it's the burden of expectation. Transformation seems such a big leap, such a daunting prospect.\\u003c\/p\\u003e\\n\\u003cp\\u003eThat's why I prefer the phrase 'discontinuity'. It's more concrete and more actionable as a goal, because it's binary. It means you've either stopped doing something that you were doing, or started doing something that you weren't.\\u003c\/p\\u003e\\n\\u003cp\\u003eAnother reason I like discontinuity is that it seems, right now, to be in short supply. In fact you might say that we are living through an era of almost unprecedented cultural continuity. Or, perhaps more accurately, re-continuity.\\u003c\/p\\u003e\\n\\u003cp\\u003eFrom ads, to music, to film and entertainment it feels like we\u2019re caught in a cultural loop. So much of what we consume is a re-make or a re-take.\\u003c\/p\\u003e\\n\\u003cp\\u003eIn many fields of the media landscape, hardy perennials remain the headline act. Who would have thought, for instance, that Abba would still be setting the benchmark for tech-enabled entertainment over fifty years on from their Eurovision triumph? Or that Justin Bieber would be the stand out act of Coachella by singing along to YouTube videos of his teenage self?\\u003c\/p\\u003e\\n\\u003cp\\u003eIn movies we see a similar pattern - with a proliferation of sequels, prequels or re-tellings from superhero franchises like Marvel (dating back to the 1930's). Either on our screens now, or coming soon, we have The Devil Wears Prada 2, Mortal Kombat 2, the Star Wars spin-off Mandalorian and Grogu, Toy Story 5, Masters of the Universe (a reboot of the 1980's original) and Scary Movie 2026 (sixth in the series). It really is quite scary.\\u003c\/p\\u003e\\n\\u003cp\\u003eAds are in on the repetition compulsion too. The latest Guardian ad is a reboot of the seminal 80\u2019s skinhead ad. And the new BT ad is a homage to the speaking clock launched in 1936 and forgotten for decades.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eOf course, re-processing the past has always been fundamental to culture and to advertising. There is nothing wrong with \u2018nowstalgia\u2019. One of the most famous British ads of the 80\u2019s was a cultural reminiscence of a small-town American launderette in the late 50\u2019s. And that\u2019s before we mention Brideshead Revisited or Chariots of Fire.\\u003c\/p\\u003e\\n\\u003cp\\u003eBut, despite nostalgia being a constant cultural force, things definitely feel more loopy now than they did then, with films, ads, music, even politics (anyone for a Brexit re-referendum?) seemingly stuck on repeat.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe one huge exception to the prevailing sense of cultural continuity is, of course, technologically driven change. The tech revolution that took hold barely thirty years ago has been radically disruptive, transforming how we shop, how we communicate, how we entertain ourselves and, with the advent of AI, even how we construct reality.\\u003c\/p\\u003e\\n\\u003cp\\u003eYet this massive historical moment of discontinuity may be precisely the thing that\u2019s perpetuating the loop.\\u003c\/p\\u003e\\n\\u003cp\\u003eDue to the combined impact of search and stream, the whole world can effectively feast on the world\u2019s whole creative output, at will, unfettered by time or place.\\u003c\/p\\u003e\\n\\u003cp\\u003eTake music. Forty years ago, access to music was controlled by either linear broadcasters, or the likes of Our Price and HMV. As a result, we only got a sliver at a time.\\u003c\/p\\u003e\\n\\u003cp\\u003eNow we have a glut. And as we gorge ourselves on the styles of music we like, we perhaps take less interest in, and have less need for, the new musical styles we might grow to like. And so the loop continues.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe danger of self-perpetuation is arguably only increased by the rise of AI. LLM\u2019s are, by definition trained on past data, they are inherently re-processing engines. And they also have an affirmation bias likely to echo the views we already hold, the culture we already like. Oh dearie me.\\u003c\/p\\u003e\\n\\u003cp\\u003eHowever, I refuse to be pessimistic. It is often at the moment of peak sameness that difference breaks out. And we are certainly due a moment of cultural discontinuity.\\u003c\/p\\u003e\\n\\u003cp\\u003ePerhaps the marketing industry can be the one to lead the charge, rather like it did in the early 90\u2019s when First Direct, Orange, Pret, Dyson and easyJet all launched within a year or so of each other and helped kickstart economic and cultural momentum ahead of Cool Britannia, New Labour, Brit Pop and YBA.\\u003c\/p\\u003e\\n\\u003cp\\u003eIt may seem like a tall order. Like winning the World Cup. But then again, loopier things have happened.\\u003c\/p\\u003e\",\"blockId\":\"oTC3S\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-oTC3S\"} \/-->\n\n<!-- wp:html -->\n<style>\n.lazyblock-text-full-width-1aMBL7 .text-center {\npadding-bottom: 0px !important;\n}\n<\/style>\n<!-- \/wp:html -->","post_title":"Are We Going Loopy?","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"welcome-to-the-next-normal-2","to_ping":"","pinged":"","post_modified":"2026-06-15 13:23:48","post_modified_gmt":"2026-06-15 12:23:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/news\/2025\/nov\/welcome-to-the-next-normal-2","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21211,"post_author":"77","post_date":"2026-05-21 06:00:00","post_date_gmt":"2026-05-21 05:00:00","post_content":"<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button {\"items\":\"%5B%7B%22image-768x768%22:%22%22,%22image-border-bottom%22:%22%22,%22title%22:%22%22,%22sub-title%22:%22%22,%22text%22:%22%3Cp%20style=%5C%22text-align:%20left;%5C%22%3EHave%20you%20ever%20felt%20like%20something%20just%20wasn%E2%80%99t%20designed%20for%20you?%20The%20exercise%20bike%20that%20doesn%E2%80%99t%20adapt%20to%20your%20height,%20the%20website%20that%20forces%20you%20to%20choose%20an%20ethnicity%20that%20doesn%E2%80%99t%20represent%20you,%20or%20the%20advert%20that%20makes%20you%20feel%20like%20you%E2%80%99re%20not%20the%20type%20of%20person%20they%20want%20to%20attract.%20This%20is%20the%20opposite%20of%20inclusive%20design.%3C\/p%3E%5Cn%3Cp%20style=%5C%22text-align:%20left;%5C%22%3EDesigns%20that%20make%20people%20feel%20unwelcome%20are%20sadly%20very%20common,%20but%20why%20does%20this%20happen?%20So%20often%20these%20situations%20are%20not%20intentional,%20but%20still%20have%20a%20really%20negative%20impact.%20These%20issues%20could%20be%20spotted%20-%20if%20the%20right%20process%20is%20in%20place.%3C\/p%3E%5Cn%3Cp%20style=%5C%22text-align:%20left;%5C%22%3EThe%20question%20I%E2%80%99m%20now%20pondering%20is%20whether%20AI%20tools%20could%20help%20us%20spot%20these%20unintended%20situations,%20and%20avoid%20giving%20people%20experiences%20that%20make%20them%20feel%20excluded?%20We%E2%80%99re%20in%20a%20new%20era,%20and%20why%20shouldn%E2%80%99t%20the%20practice%20of%20inclusive%20design%20evolve%20and%20take%20advantage%20of%20new%20opportunities%20too?%3C\/p%3E%22,%22button-url%22:%22%22,%22new-window%22:%22%22%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Steph%20M%20headshot%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:21208,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21208%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/05\/Steph-M-headshot-6.png%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/05\/Steph-M-headshot-6-150x150.png%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:300,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/05\/Steph-M-headshot-6-300x300.png%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/05\/Steph-M-headshot-6.png%22,%22height%22:500,%22width%22:500,%22orientation%22:%22landscape%22%7D%7D%7D,%22image-border-bottom%22:false,%22title%22:%22%22,%22sub-title%22:%22%22,%22text%22:%22%3Cp%20style=%5C%22text-align:%20center;%5C%22%3E%3Cem%3ESteph%20Marques,%20%3Cbr%20\/%3EHead%20of%20UX,%20Bernadette%3C\/em%3E%3C\/p%3E%22,%22button-url%22:%22%22,%22new-window%22:%22%22%7D%5D\",\"blockId\":\"VR4oU\",\"blockUniqueClass\":\"lazyblock-two-column-side-by-side-text-inline-image-button-VR4oU\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eWe\u2019ve already made a start at using AI agents to review our code for accessibility issues, and to help us fix them then and there - so what if we took this concept and started to apply it within our design tools, our research tools, and even our operational tools? Just recently I reviewed some written ideas for digital experiences with Gemini. It evaluated the ideas against dark UX patterns, assessed inclusivity and accessibility gaps, looked at psychological impacts and then made recommendations for more ethical UX. We were then quickly able to work through the issues and improve our ideas. Using AI enhanced our thinking and helped us to progress the work before going on to test it out with a diverse range of people.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eMore complex tasks such as reviewing visual design and interaction patterns with AI are trickier but not impossible, and tools are advancing all the time.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eIf we remain open-minded to the possibility that we may have unintentionally designed something that makes people feel unwelcome, and then embrace new ways of spotting those issues - it feels right to consider AI powered tools as just one of the ways we could do better.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eI do have a number of concerns however - can AI really represent people from all different backgrounds and in all situations? The answer surely has to be \u2018No\u2019. Plus there\u2019s the risk of giving us a false sense of security - if the AI says there\u2019s no issues then it must be fine - this rings alarm bells to me. Traditional inclusive design methods such as involving relevant communities in the design process simply cannot be replicated by machines. And giving people ownership over the design of something they will be using cannot be faked.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eSo it would be easy to come to the conclusion that AI and Inclusive Design are at odds with each other and should never combine forces. However, I think it\u2019s worth considering that given the speed of AI, and the ease of use of AI powered tools, to not use them at all feels like such a missed opportunity. We\u2019ve seen first hand the value these tools can bring and even if a tool catches just one issue, that\u2019s one more issue caught than otherwise.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eMaybe the answer is more about identifying specific areas where AI can truly add value, areas where it does not distract or misdirect us. Plus, AI tools can also live alongside best practice methods, enhancing our human-led expertise. On another recent project we tested some communications with a panel of real customers and conducted an AI powered audit. This combination allowed us to feel confident that the insights we were gaining were both human and at scale.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eIt\u2019s about getting the balance right and supercharging inclusive design in this new era of technology. We can use AI to help us spot issues, but not to sign off on inclusion. We can use it to support inclusive design, but not to replace the people who need to be part of it.\\u003c\/p\\u003e\",\"blockId\":\"Z2sJM7k\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2sJM7k\"} \/-->\n\n<!-- wp:lazyblock\/custom-php {\"code\":\"\\u003cstyle\\u003e\\n.fullwidth\\u002d\\u002doverflow {\\npadding-bottom: 0px;\\n}\\n\\n.text-center {\\npadding-top: 0px;\\n}\\n\\n@media only screen and (max-width: 600px) {\\n.embed-responsive-1by1 {\\nwidth: 80%;\\n}\\n\\u003c\/style\\u003e\",\"blockId\":\"Z1Lf37W\",\"blockUniqueClass\":\"lazyblock-custom-php-Z1Lf37W\"} \/-->","post_title":"Could AI help us to design and build more inclusive digital experiences?","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"could-ai-help-us-to-design-and-build-more-inclusive-digital-experiences","to_ping":"","pinged":"","post_modified":"2026-05-20 17:48:45","post_modified_gmt":"2026-05-20 16:48:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=21211","menu_order":0,"post_type":"news","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":21188,"post_author":"77","post_date":"2026-05-13 16:23:10","post_date_gmt":"2026-05-13 15:23:10","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIt\u2019s not every day that you get ranked as one of the world leaders in consistently setting the standard in marketing excellence. We\u2019re proud to have been awarded the rank of Contagious Pioneer, for the first time in VCCP history.\u00a0\u00a0\u00a0\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eContagious\u2019 global ranking identifies the best and bravest agencies on the planet.\u00a0 They award this honour to agencies across the world who consistently set the standard in marketing excellence, by delivering consistent, bold, strategic creativity.\u00a0 This recognition evidences how our challenger mindset and commitment to challenging convention to create value helps ignite and fuel our word-class creative output.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWorking across sectors and product categories, the agencies on this list also prove that best-in-class creativity is agnostic of product categories. We\u2019re in great company as one of the 11 agencies to receive this ranking in 2026 and we commend all the other honourees.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Neil Armstrong, Heddy Lamarr, Marco Polo, Marie Curie\u2026 and now VCCP. It's such an honour to be named in the top creative pioneers in the world, and to be part of such an illustrious list.\\u0022\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eChris Birch and Jonny Parker, joint Chief Creative Officers for VCCP in London\\u003c\/strong\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1XfUMu\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1XfUMu\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1191947313\",\"vimeo-unlisted-video-hash-value\":\"23c492aa46\",\"blockId\":\"11uok6\",\"blockUniqueClass\":\"lazyblock-video-11uok6\"} \/-->","post_title":"We\u2019re creative, brave, Contagious Pioneers!\u00a0","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"were-creative-brave-contagious-pioneers","to_ping":"","pinged":"","post_modified":"2026-05-13 16:23:10","post_modified_gmt":"2026-05-13 15:23:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=21188","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":20882,"post_author":"77","post_date":"2026-01-15 14:38:48","post_date_gmt":"2026-01-15 14:38:48","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eCadbury Dairy Milk \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ehas unveiled \u2018Homesick\u2019, a poignant new campaign created by global creative agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/uk\/\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cb\\u003e.\u00a0\u00a0\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe film marks the latest chapter in Cadbury\u2019s long-running and IPA Effectiveness Grand Prix-winning brand platform \u2018There\u2019s a Glass \\u0026amp; a Half in Everyone\u2019.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eRooted in Cadbury\u2019s belief that generosity brings us closer together, \u2018Homesick\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e tells the story of two sisters separated by 6,000 miles. Set against the neon glow of Kuala Lumpur, the film opens with the older sister calling home. After the call ends, she reaches for an envelope - an eagerly awaited piece of home - and discovers a Cadbury Dairy Milk bar lovingly wrapped inside. There\u2019s just one twist: her younger sister has already eaten a generous portion of it. A tiny alien sticker holds together what remains of the bar, an unmistakable signature of sibling mischief. It\u2019s a small, human moment - tender, funny and instantly relatable - capturing the way even imperfect gestures can mean everything when you\u2019re far from home.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eDirected by the acclaimed Steve Rogers through production company Biscuit in collaboration with \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e's global content creation studio \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, the film continues Cadbury\u2019s commitment to emotionally resonant storytelling that reflects everyday generosity. From \u2018Mum\u2019s Birthday\u2019 to \u2018Fence\u2019, \u2018Bus\u2019,\u2018Garage and \u2019Memory\u2019, \u2018Homesick\u2019 is the latest from Cadbury and VCCP, who together have spent eight years building a distinctive body of work focused not on spectacle, but on simple, empathetic, human truths.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2cORub\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2cORub\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"-GEpT3e7Dfg\",\"blockId\":\"Z259Mmo\",\"blockUniqueClass\":\"lazyblock-video-Z259Mmo\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Website%20image%2002%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:20886,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=20886%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/01\/Website-image-02.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\/01\/Website-image-02-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:200,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/01\/Website-image-02-300x200.jpg%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:427,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/01\/Website-image-02-1024x683.jpg%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/01\/Website-image-02.jpg%22,%22height%22:720,%22width%22:1080,%22orientation%22:%22landscape%22%7D%7D%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Website%20image%2001%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:20885,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=20885%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/01\/Website-image-01.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\/01\/Website-image-01-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:200,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/01\/Website-image-01-300x200.jpg%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:427,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/01\/Website-image-01-1024x683.jpg%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/01\/Website-image-01.jpg%22,%22height%22:720,%22width%22:1080,%22orientation%22:%22landscape%22%7D%7D%7D%7D%5D\",\"blockId\":\"Z1QdxF8\",\"blockUniqueClass\":\"lazyblock-two-column-images-Z1QdxF8\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign was created by \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e creatives Emma Jackson and Aly Lane and aims to reinforce Cadbury\u2019s role as a fabric-of-the-nation brand - one that understands and reflects the emotional connections people share every day. As loneliness rises and feelings of belonging decline, Cadbury believes these small acts of generosity have never been more meaningful or more relevant.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eElise Burditt, UK Senior Marketing Director, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003esaid: \u201cCadbury has always been about the humanity in all of us. This campaign shows how generosity isn't about being perfect - it\u2019s about being thoughtful. Even a bar of Dairy Milk with a chunk missing can carry the warmth of home.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eChris Birch and Jonathan Parker, Chief Creative Officers at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, said: \u201cSometimes funny little gestures can be the ones that stick with you the most, or even matter the most. \u2018Homesick\u2019 continues Cadbury\u2019s journey of celebrating generosity in its most authentic, unpolished form - like when your sister steals a bite of your chocolate from the other side of the world. Rascal.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1B7a0F\",\"blockUniqueClass\":\"lazyblock-text-full-width-1B7a0F\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"This campaign shows how generosity isn't about being perfect - it\u2019s about being thoughtful. Even a bar of Dairy Milk with a chunk missing can carry the warmth of home.\",\"quotee\":\"Elise Burditt, UK Senior Marketing Director, Mondelez\",\"blockId\":\"14GAw9\",\"blockUniqueClass\":\"lazyblock-quote-full-width-14GAw9\"} \/-->","post_title":"Homesick","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"homesick","to_ping":"","pinged":"","post_modified":"2026-01-15 15:22:04","post_modified_gmt":"2026-01-15 15:22:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=20882","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":20854,"post_author":"77","post_date":"2026-01-12 16:57:26","post_date_gmt":"2026-01-12 16:57:26","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eJohn Frieda, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ethe pioneering hair care brand by Japanese beauty manufacturer Kao, is back with a fresh, global relaunch and a powerful new brand platform, \u2018Salon Attitude. Every Day.\u2019 Created by global creative agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/uk\/\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, this integrated campaign signals a major step change for the iconic haircare brand.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe fully integrated campaign will be launching worldwide across TV, online video, social, retail and digital channels. The campaign will run for the entirety of 2026, and aims to break through the crowded haircare market by focusing not on complicated science, but rather the confidence and transformation great hair gives you in your everyday life.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eJohn Frieda\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2019s ambition has always been to deliver salon-quality solutions in the palm of consumers\u2019 hands, enabling everyone to look and feel their most amazing every day. The campaign brings to life the very special type of confidence that comes from having salon-fresh hair - but with the value of feeling \u2018unstoppable\u2019 that comes when you\u2019ve done your hair yourself.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign was created by the brand\u2019s global creative agency of record \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, after winning the account following a competitive pitch process in 2024. The film was directed by \\u003c\/span\\u003e\\u003cb\\u003eTom Dream\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e through production company \\u003c\/span\\u003e\\u003cb\\u003eRSA\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, in collaboration with \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e's global content creation studio \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cb\\u003e. \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe film sees a road transformed into \u2018John Frieda Street\u2019, with mirrored streets, steps and buildings, all reflecting the radiant confidence of several women, as they go about their day, catching their reflection - and their great hair - on the go. It\u2019s a bold visual metaphor for the power and confidence you get from a great hair day and how it can completely transform the way consumers carry themselves. A bespoke track called \u2018Mirrors\u2019 was created for the film\\u003c\/span\\u003e\\u003cb\\u003e, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ewritten by \\u003c\/span\\u003e\\u003cb\\u003eWill Vaughan \\u0026amp; Dream-Co\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign also features stunning photography by well-known NYC fashion photographer \\u003c\/span\\u003e\\u003cb\\u003eDavid Roemer\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, who shot eight hero talent that represent a wide range of hair types which \\u003c\/span\\u003e\\u003cb\\u003eJohn Frieda\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2019s extensive product range caters for.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eA first for the category, the campaign deliberately avoids the typical category focus on scientific jargon and structure formula of \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e- swoosh, strand, science, swoosh - \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003einstead highlighting the empowering feeling the products provide now you have salon-level results in your own hands.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eKathryn Hill, Brand Communications Director at Kao, said:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e \u201cThis relaunch is a milestone for John Frieda. The new visual identity, sustainable packaging, reformulated products, and campaign all come together to mark a new era for John Frieda, bringing our \u2018Salon Attitude. Every Day.\u2019 promise to life. Working with VCCP has been truly collaborative - together we\u2019ve created a bold new campaign that feels modern and celebrates the spirit and attitude that defines John Frieda.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eCiara O\u2019Meara, Deputy Executive Creative Director at VCCP, said:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e \u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eHaircare ads often get lost in complicated product talk. To achieve a breakthrough moment in the category, we deliberately shifted the style of the campaign to the pure feeling of when your hair is on point, and you can\u2019t help but check yourself out. This puts the spotlight on that feeling of confidence and transformation and the emotional benefit of having salon-quality hair you can create yourself every da\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ey.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZFa0xC\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZFa0xC\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22John%20Frieda%20x%20VCCP%20image%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\/01\/John-Frieda-x-VCCP-image.jpg'%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\/01\/John-Frieda-x-VCCP-image-300x200.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\/01\/John-Frieda-x-VCCP-image-300x200.jpg%20300w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/01\/John-Frieda-x-VCCP-image-1024x683.jpg%201024w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/01\/John-Frieda-x-VCCP-image-768x512.jpg%20768w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/01\/John-Frieda-x-VCCP-image.jpg%201080w%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%22:20855,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=20855%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/01\/John-Frieda-x-VCCP-image.jpg%22,%22sizes%22:%22%22%7D\",\"blockId\":\"Z1t6dF4\",\"blockUniqueClass\":\"lazyblock-image-full-width-Z1t6dF4\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"The new visual identity, sustainable packaging, reformulated products, and campaign all come together to mark a new era for John Frieda, bringing our \u2018Salon Attitude. 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