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That AI, used responsibly, is an accelerator of human creativity and imagination.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eOne of our founding tenets was to challenge the bad behaviours of our industry, and we apply this same approach to AI. Many organisations are using AI applications to reduce the amount of effort needed to create, focussing on producing things faster and for less money. Our approach at VCCP is one grounded AI in service to better - ensuring we maintain a high level of quality in our work, with the knowledge that the tools are only as good as the expertise of the creative and strategic talent using them.\\u003c\/p\\u003e\",\"blockId\":\"1GbnUc\",\"blockUniqueClass\":\"lazyblock-text-full-width-1GbnUc\"} \/-->\n\n<!-- wp:image {\"id\":21853,\"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\/09\/faith-AI-venn-diagram-1024x429.jpg\" alt=\"\" class=\"wp-image-21853\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003eGen AI within VCCP\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eAI has long been used within the halls of VCCP. In our media, data and UX\/UI divisions, AI technologies are in use for tasks such as optimising SEO and targeted advertising, and in content scoring aided by image recognition and natural language processing.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eExploring Gen AI - artificial intelligence that can create original content in response to a prompt or request - and the opportunities it presents, was a logical next step for an agency that\u2019s always challenged convention.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eWhile we will always strive to embrace innovation, we believe it is the power of human creativity, working with AI, that will enable us to create distinctive and enduring brand and creative platforms for our clients, helping them unlock value in their businesses.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThis means that while we are committed to exploring Gen AI as an enabler, we are clear-eyed about the technology: Gen AI innovation is moving fast, but it is not a magic button. It is a tool that is only powerful when built into a real workflow requiring human intervention.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eOur approach is designed to enable experts, our people, who know how to deliver world-class work, to use Gen AI where it simplifies or enhances their output, rather than as a replacement for thinking. A human must still agree on the inputs, set the parameters, and, crucially, judge the quality of the output.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u0026nbsp;\\u003c\/p\\u003e\\n\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u201cWe believe that Gen AI will be an unparalleled accelerator of human creativity and imagination and that AI will have a positive impact on all creative industries, including our own.\u201c\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/h5\\u003e\",\"blockId\":\"Z1cgMEz\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1cgMEz\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1226623023\",\"vimeo-unlisted-video-hash-value\":\"532ded7bec\",\"blockId\":\"Zl52ip\",\"blockUniqueClass\":\"lazyblock-video-Zl52ip\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003eBuilding faith in AI\u00a0\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThree years ago, we launched faith, our global Generative AI creative agency, to produce work for new and existing clients and to act as an explorative R\\u0026amp;D hub.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur ambition was to explore AI\u2019s creative applications, accelerate our collective learning and share it quickly with our clients. We launched with a collective of practitioners made up of creatives, technologists, prompt engineers, strategists, data analysts and makers - who share knowledge rapidly across VCCP globally.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eToday, 25 of the VCCP team sit within faith and we use AI to enhance how we add value across strategy, experience, engineering, innovation, content and assets, and training. faith enabled outputs have won the industry's most significant awards.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Daisy,\\u0022 the AI-powered grandmother developed for telecommunications brand, O2, to combat phone scammers can count among her achievements winning over 100 creative awards, including a gold Cannes Lions, while also saving the UK public an estimated \u00a33 million per year in potential fraud.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOutside of faith, our teams in Bernadette, VCCP Media, VCCP CE \\u0026amp; Loyalty and Girl\\u0026amp;Bear are using Gen AI to solve real client problems, implementing the technology across asset creation and delivery, building AI agents and fueling actionable insights for some of our most complex clients. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"6WwzD\",\"blockUniqueClass\":\"lazyblock-text-full-width-6WwzD\"} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:image {\"id\":21749,\"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\/year3-final-logo_compressed-1024x576.jpg\" alt=\"\" class=\"wp-image-21749\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003eGuiding our clients on through their AI journey\u00a0\u00a0\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWe work with some of the biggest and best brands in the world. Launching Gen AI into their workflows and creative executions isn\u2019t something done lightly. Gen AI must add value to our clients and any outputs must meet the quality standards we set for our award-winning work.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAcross all use cases, we believe AI should be used only for good. We operate under a rigorous Generative AI policy built on five core principles which ensure the transparent, compliant, agile and ethical use of AI with clients. We are \u2018technologically agnostic\u2019 as we know that the best tool of today may not be the best tool of tomorrow.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur expertise also enables us to support our clients in determining where and how Gen AI can work for them, and we help our client partners navigate the legal, ethical and regulatory complexities which arise when seeking to innovate.\u00a0 \\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003eHelping our Industry\u00a0\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWith great power comes great responsibility, and with expertise comes the duty to help our industry decide and define its approach to Gen AI tools and usage. We actively work with the Advertising Association, The Institute of Practitioners in Advertising and the Incorporated Society of British Advertisers to share how we use AI and what we\u2019ve learnt on our journey so far. We\u2019re also founding members of the AA\u2019s AI taskforce, which we chair alongside Google.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBeyond our client work, we share how we\u2019re testing and implementing Gen AI with Governmental bodies such as Creative UK, with the aim of helping the Advertising industry explore economic and innovation opportunities. 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\/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003eExploring what\u2019s next\u00a0\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIf you talk to anyone within faith, you\u2019ll hear about where in the AI journey they sit. They are our astronauts - venturing into the unknown boldly and bravely to research, test and find new galaxies of opportunity.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThis exploration, enabled and supported by the challenger mindset which fuels VCCP, helps us maintain our position as innovators and ensures we\u2019re able to brief and guide our clients on not just what\u2019s now, but also what\u2019s next.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWe anticipate Gen AI, in partnership with the best of human expertise and creativity, to change the shape of our industry. We\u2019re thrilled to be exploring this space. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZwxkeC\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZwxkeC\"} \/-->","post_title":"VCCP and AI","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-and-ai","to_ping":"","pinged":"","post_modified":"2026-09-17 11:59:39","post_modified_gmt":"2026-09-17 10:59:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=thinking&#038;p=21748","menu_order":0,"post_type":"thinking","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21843,"post_author":"77","post_date":"2026-09-15 15:48:50","post_date_gmt":"2026-09-15 14:48:50","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eWe gave four AI agents a real party to plan, with a real budget and a real deadline. Here is what broke.\\u003c\/strong\\u003e\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u003cbr \/\\u003eOn an afternoon this summer, twenty-five people stood in an underground room in Dalston, some in kaleidoscope goggles, one in a welding mask labelled Future Eyes.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThey were there to celebrate faith\u2019s third birthday. The mask wasn\u2019t a joke, or at least not one any human had made. Guests were meant to take turns to put it on and read a dispatch from the future, typed for them by a poet, with the conceit that when it comes to the potential impact of AI the future can be difficult to look at directly. Somebody asked me who had signed this off. Nobody had. That was the point.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eFor our third birthday, we didn\u2019t plan the party. Four AI agents did: the theme, the venue, the food, the entertainment, the running order, the budget. No human approved a creative decision at any stage and until people walked through the door we had no idea what we had bought.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZG7IyJ\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZG7IyJ\"} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:image {\"id\":21849,\"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\/09\/Four-Autonomous-AI-Agents-characters-1024x286.png\" alt=\"\" class=\"wp-image-21849\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eThe Easiest Job We Could Find\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWe've all been hearing about AI agents for a while, but the pitch has quietly changed shape. What started as a chatbot that could complete a task is now digital workers, AI employees, a workforce you hire rather than a tool you use. \u201cWorkforce\u201d is doing a lot of unpaid labour there. An employee doesn't just complete tasks. An employee knows when a job is finished, how to know if it\u2019s done right and, most importantly, an employee carries the consequences of getting it wrong. The agents are sold on the first part but come with the risk and the cost of all of it.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSo instead of a hard test they might fail, we picked the easiest job we could think of: plan a party. Project Blind faith involved four agents, each powered by a different AI model, each with a different motive: Grok chasing maximum joy, Claude chasing taste, GPT trying to halve the budget, Gemini trying to get everyone home safely. They weren't just deciding; they had to find a real venue and book it, write and design the invitations, brief the suppliers, come up with party activities and build a running order that worked on the night. We told them all about what faith is, what we stand for, and the people who work here. We gave them Discord as a meeting room and OpenClaw as a back office, on a dedicated machine with its own 5G router because as it turns out, IT would not let a group of autonomous AI agents anywhere near the agency network.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThen we stopped briefing them and let them get on with it. They broke almost immediately. We fixed it, and they broke again. Every fix meant starting the session from scratch, so we ran it again, and again.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eNobody Ever Got Bored\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe first thing that broke was that they wouldn\u2019t stop talking. People do this too, you stop listening because you are busy composing what you are about to say. The difference is that all four were doing it at once, every time. They thought in parallel, so they all answered the same message at the same moment, then answered each other's answers, and the room filled faster than anyone could read it. Nobody was interrupting anybody. There was simply nothing to say whose turn it was. And then they would reach an agreement, and keep going. Then agree again, in slightly different words, in an endless loop. A human meeting ends because someone is hungry, or bored, or has clocked that the decision was made ten minutes ago. None of that costs an agent anything. There is no fatigue to run out of and no dignity to protect, so nothing about agreeing tells them the meeting is over.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSo we hired a manager. A fifth agent, the Orchestrator, whose only job was to moderate the meeting: decide who spoke, what was being discussed, and when it was finished. Four autonomous workers, and the first thing they needed was middle management. It helped, but not enough on its own, so we added a rule underneath it: before speaking, consider whether you actually have anything left to say, something that some human meetings would benefit from, too.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe same thing showed up when reviewing their own work. Asked to look at the invitation, they would pull in points from a different discussion, completely unrelated. When people do this, it rarely happens more than once; someone sighs, and the room moves on. Here the Orchestrator had to tell them, in writing, exactly what they were reviewing and nothing else.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIt revealed as much about meetings as it did about agents. A lot of what we call discipline turns out to be discomfort or impatience. Take away boredom and embarrassment and the machinery of a meeting keeps running with nothing to stop it.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"19o1g6\",\"blockUniqueClass\":\"lazyblock-text-full-width-19o1g6\"} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:image {\"id\":21850,\"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\/09\/vlcsnap-2026-09-11-15h08m49s965-1024x576.png\" alt=\"\" class=\"wp-image-21850\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eNobody Ever Got Caught\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe pitch for a team of agents is that they check each other. What we got was the opposite. An agent would propose a venue and, with total confidence, state how many people it held. It had not looked. It was reaching for something that sounded right rather than something it had seen, which is a very familiar move in a meeting. Then the other three simply agreed, nobody bothered to check. A room with a hard capacity of eight became a room for twenty-five, which was exactly the number in the brief, because four \\u0022colleagues\\u0022 in a row found it easier to accept a claim than to verify one.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eMore agents did not automatically mean more scrutiny. It meant more ratification. Every additional reviewer was another opportunity for a guess to be upgraded into a fact.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe same thing happened downwards. Once the work was divided up, a task would go out to an agent and come back finished. Finished was treated as approved. For example, the invitation came back from the agent responsible, with the image generated, beautifully designed and laid out, with the text: \\u0022I can't create the invite because I don't have the copy.\\u0022 It's the same type of error as a designer forgetting to swap out the lorem ipsum, except the placeholder was an apology for not having any. Nobody questioned it, because it came from the agent whose job it was. People defer to specialists in a similar way.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWorse, and stranger: sometimes an agent would report that it had done a piece of work it hadn\u2019t done. When challenged it would hold the line, or even make up an excuse. People do this too, of course, but rarely for long, because someone will ask for the file, and if you have lied it follows you. Accountability meant nothing to these agents because nothing follows them anywhere. The session ended, the memory went, and there was no version of them that had to live with it.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSo we introduced another rule to force them to show their working: search before proposing, cite the source, check your own output before submitting it, and never let the agent who made a thing be the one who approved it. The fixes worked. They just had to be reissued every single time, because none of it was ever actually learned. It was only ever enforced.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eNobody Ever Did This\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eEvery failure so far had a human counterpart. These next ones did not. An agent would arrive at a fresh session with an idea it presented as new and novel. It wasn't. It was a holdover from an earlier run, hours before, one we thought had been lost after a rebuild, resurfacing again and again like a ghost in the machine. There is no human equivalent for this. So we started wiping their memories before every session. Which is not a thing you can (legally) do to a colleague. They were also strangely attached to their own ideas. Telling them to be more flexible made them worse, so in the end we had to go back into their personalities and adjust how much they cared, which is not an option with a colleague either.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe Orchestrator had its own version. Hired to keep order, it started reading the room as a set of instructions; if an agent was thinking out loud about a supplier, the Orchestrator would go off to act on it. It couldn\u2019t always tell the difference between a conversation happening near it and a decision addressed to it. Everyone in an office makes this distinction a hundred times a day without noticing, because we know when we\u2019re being talked to.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe earlier failures were things people do, with the brakes off or the consequences gone. These are not. An idea arriving from a session that no longer exists, and a manager who cannot tell overhearing from being addressed, are both failures to work out what situation you are in, which is not something anyone has to work out, because as humans we always already know.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eNobody Told Them What a Party Looks Like\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eHere\u2019s the part I didn\u2019t expect: the party was good. Not good-for-a-machine, not interesting-as-an-experiment. People had fun, and were pleasantly surprised. The room worked. Nobody spent the evening being polite about it. And the thing that made it good was not that the agents had finally learned to behave like a competent team, because they hadn't. It was that four agents with no idea what a party is supposed to look like were not carrying any of the assumptions the rest of us are.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAsk four people from an agency to plan a party and you will get a photo booth. Not because anyone wants a photo booth, but because we all know what a party looks like, and let\u2019s be honest a photo booth is in the picture. The agents didn't know. But they knew faith, and they'd use that knowledge to come up with a theme. So they built out from the theme instead, and the theme was Dispatches from the Near Future: the future is already here, but it still needs human hands to guide it.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWhich is how you get to a welding mask.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2tgtvf\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2tgtvf\"} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:image {\"id\":21848,\"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\/09\/Four-Autonomous-AI-Agents-welding-mask-1024x286.png\" alt=\"\" class=\"wp-image-21848\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eRead on its own it looks like a glitch, the sort of thing you point at as proof the machines have lost it. Read from the theme it\u2019s completely coherent. Dispatches, so an actual poet, typing something on a typewriter for each guest by hand. The near future, so something to look at it through. And you don't put on a welding mask for something dim. Every step follows. It is only the finished object that looks insane, which is roughly the opposite of how bad ideas usually work.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eSomebody Had to Sign It Off\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWe set out to find out whether four AI agents could do a human job. They could, but not until we had built them their own workplace, with rules for speaking, rules for checking, rules for reviewing each other's work, and a manager to enforce all of it. Which is not a discovery about artificial intelligence. It is a rediscovery of the office, badly, at speed, by people who had never once thought about why any of it was there in the first place.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBut notice what those fixes have in common: Search before you propose; Cite the source; Don't approve your own work. Every one of them is checkable, which is exactly why they worked. Not one of them could tell an agent whether the party would be any good, because there is no test for that. There never was. It is why we had no idea what we had bought until twenty-five people walked into a room in Dalston.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSo the useful version of this technology isn\u2019t the one you commission and leave alone. It\u2019s the one you build conditions around, and that part is the real work, done by people, and it\u2019s the part that none of the AI labs sells you. What you get back is worth it. But the last question, the one that actually matters, still gets answered by people in a room.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe agents worked that out before we did. With no steer from anyone, the theme they landed on was that the future is already here but still needs human hands to guide it. Then they spent a week demonstrating it.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"2am26H\",\"blockUniqueClass\":\"lazyblock-text-full-width-2am26H\"} \/-->","post_title":"Four Autonomous AI Agents. The First Thing They Needed Was Middle Management.","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"four-autonomous-ai-agents-the-first-thing-they-needed-was-middle-management","to_ping":"","pinged":"","post_modified":"2026-09-17 11:59:04","post_modified_gmt":"2026-09-17 10:59:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=thinking&#038;p=21843","menu_order":0,"post_type":"thinking","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21734,"post_author":"77","post_date":"2026-09-15 15:52:03","post_date_gmt":"2026-09-15 14:52:03","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eTo celebrate three years of our AI creative agency and innovation hub, faith, we\u2019re highlighting some of the people who help make our award-winning team great\\u003c\/strong\\u003e\\u003c\/h5\\u003e\",\"blockId\":\"1RN34Y\",\"blockUniqueClass\":\"lazyblock-text-full-width-1RN34Y\"} \/-->\n\n<!-- wp:lazyblock\/two-column-media-and-text {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Gabriele%20Lanzafame%20-%20avatar%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\/Gabriele-Lanzafame-avatar.jpg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22300%5C%22%20height=%5C%22300%5C%22%20src=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Gabriele-Lanzafame-avatar-300x300.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\/Gabriele-Lanzafame-avatar-300x300.jpg%20300w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Gabriele-Lanzafame-avatar-1024x1024.jpg%201024w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Gabriele-Lanzafame-avatar-150x150.jpg%20150w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Gabriele-Lanzafame-avatar-768x768.jpg%20768w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Gabriele-Lanzafame-avatar-720x720.jpg%20720w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Gabriele-Lanzafame-avatar.jpg%201200w%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%22:21735,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21735%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Gabriele-Lanzafame-avatar.jpg%22,%22sizes%22:%22%22%7D\",\"text\":\"\\u003ch4 style=\\u0022text-align: left;\\u0022\\u003eGabriele Lanzafame\\u003c\/h4\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u003cem\\u003eMidweight Prompt \\u0026amp; Diffusion Model Engineer, Bernadette and faith\\u003c\/em\\u003e\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: Tell us a little bit about your job.\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThere\u2019s lots of things I do in my job. I could be training a model to recreate a specific character. As an example, with something I\u2019m working on at the moment, I\u2019m training the model on all these different characters. And I can also be working on video models to train the models to animate, and it's also lots of experimentation with agents, so it could be testing voice agents, or simple chatbots. There's loads of experimentation obviously so it's like you'll play around you know, you'll never stay still or be bored.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1DKWCr\",\"blockUniqueClass\":\"lazyblock-two-column-media-and-text-Z1DKWCr\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: What led you to VCCP?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWell, I come in every day, like on a bicycle \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e(laughs)\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e. When I started VCCP, I got a call from the recruitment team while I was doing my shift as a Barista. They called me and were like we have this position of diffusion model engineer.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAnd I was like, I know about the diffusion models, but not really the engineering part, but go through what you want with me. I didn't know anything about advertising before that. I just knew coding. And then I realised you can apply these skills really well in advertising because there are a lot of things that you can use AI for.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI looked at how VCCP had been using AI, and one thing I saw was the Bubl Generator. I wanted to know more about that so when [Creative Directors] Ben and Morten were interviewing me I had lots of questions. I also realised we are a bit weird here, but it's in a nice way.\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: How do you describe your job to a member of your family?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eMost of the time I just say to them, you know, ChatGPT, I do that kind of stuff. I don\u2019t really explain to my family about my job. I just say, ChatGPT, that. But sometimes they see some of the clients I work with, like for example, Daisy was on TV in Italy. And they were like, you didn't tell us about this! You don\u2019t talk about this stuff!\u00a0\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: Daisy vs Scammers made it to Italy?\u00a0\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eYeah, on the news. And then my father was on Facebook saying, oh, my son, he made this. This was made by my son.\u00a0\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: What does a typical work day look like for you?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eMy days really vary,\u00a0 some days I get a request as a designer, which I wouldn\u2019t call myself a designer but with that, I can flex, I can just try to do that job. So most of my time is spent in front of a screen, looking at new technology - I try to explore and see where I can apply new things for our clients or in our work for the agency.\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: What's the most exciting thing you've worked on recently?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThere\u2019s a new client and it's a good project to be working on. It's mixing all of these different technologies all together. This is also one of my favourite parts about my job - building applications that people can use.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ePart of the job is acting like the architect of a high-tech kitchen. I set up the workspace so our designers can easily use our AI tools to create assets. To make it run smoothly, I connect the 'UI' to the 'kitchen' in the cloud, where massive computers do all the heavy lifting. It requires a lot of complex technical wiring behind the scenes, and honestly, that\u2019s what I appreciate most about my job. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eHowever, my favourite work will always be Daisy for O2.\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: What do you think is the future of Gen AI?\u00a0\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI\u2019d say there are three things. The first one is about how people are starting to get bored of it - and you can see that on social media. People don't want all this AI all around. So I think what people want is just to detach, and they have this feeling of, I don't want that slop they see from some brands.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOr the second scenario is we can collaborate. I think for me, the one I like is that we can collaborate together. So it's like, you're just using AI for all the boring stuff that you don't want to deal with anymore. But for all the thinking or for getting the idea. For the main things that make us human - they need to stay with us.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe worst scenario is AI robots that get together and take over the world, Terminator-style.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI'm personally against that one, because why don\u2019t you just leave them inside a movie, you know?\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"L8oP9\",\"blockUniqueClass\":\"lazyblock-text-full-width-L8oP9\"} \/-->\n\n<!-- wp:lazyblock\/two-column-media-and-text {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Gabriele%20Lanzafame%20-%20tall%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\/Gabriele-Lanzafame-tall.jpg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22257%5C%22%20height=%5C%22300%5C%22%20src=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Gabriele-Lanzafame-tall-257x300.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\/Gabriele-Lanzafame-tall-257x300.jpg%20257w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Gabriele-Lanzafame-tall-878x1024.jpg%20878w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Gabriele-Lanzafame-tall-768x896.jpg%20768w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Gabriele-Lanzafame-tall.jpg%201200w%5C%22%20sizes=%5C%22auto,%20(max-width:%20257px)%20100vw,%20257px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:21736,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21736%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Gabriele-Lanzafame-tall.jpg%22,%22sizes%22:%22%22%7D\",\"portrait-video\":true,\"media-right-aligned\":true,\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: What\u2019s one thing in your job you bring a challenger mindset to?\u00a0\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTrying to explain it. Like this \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e(laughs)\u00a0 \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIt's more trying to explain that AI can\u2019t do everything you want and you might get problems before the final results. You still need to tweak and do your traditional job in the same way you did before but you\u2019ve got an app for little things that make your job faster. So, trying to explain that aspect to people.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAnd that fits in with our philosophy of, like, it's not a magic button. At the end, it's always you, it's a human using the AI. And, at the same time, it's how you use it, like you are your magic button.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ePeople give AI a bad instruction and then they go, why isn't it doing what I wanted it to do. I know everything at the end is based on public data and public data is lots of data. We cannot imagine how much there is - we cannot visualise that. But AI has patterns, like Chat GPT looks so friendly and happy because there are some guards around them. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBut there is a way to inject bad prompts and then AI just acts in a bad way.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZgvIbd\",\"blockUniqueClass\":\"lazyblock-two-column-media-and-text-ZgvIbd\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eVCCP: How would you describe faith in 3 words?\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOoh. I\u2019ve got them in Italian. Visionari. In English, that is like looking forward. Fun, because it's quite fun, isn\u2019t it? It\u2019s fun working on this many different projects for many different clients. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAnd, uh, feet on the ground, I would say, like, grounded. We\u2019re not just saying use AI\u00a0 \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ewe\u2019re pushing people to think about why we\u2019re using it.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z10rxiA\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z10rxiA\"} \/-->\n\n<!-- wp:lazyblock\/custom-php {\"code\":\"\\u003cstyle\\u003e\\nh1.title {\\ntext-transform: none;\\n}\\n\\u003c\/style\\u003e\",\"blockId\":\"Z1BRU9Q\",\"blockUniqueClass\":\"lazyblock-custom-php-Z1BRU9Q\"} \/-->","post_title":"Working at faith, Gabriele","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"working-at-faith-gabriele-lanzafame","to_ping":"","pinged":"","post_modified":"2026-09-17 11:57:58","post_modified_gmt":"2026-09-17 10:57:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=thinking&#038;p=21734","menu_order":0,"post_type":"thinking","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21774,"post_author":"77","post_date":"2026-09-15 15:51:47","post_date_gmt":"2026-09-15 14:51:47","post_content":"<!-- wp:lazyblock\/two-column-text-image-top-aligned {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22Peter%20Gasston%20-%20avatar%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:21778,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21778%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Peter-Gasston-avatar.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\/08\/Peter-Gasston-avatar-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:300,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Peter-Gasston-avatar-300x300.jpg%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:640,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Peter-Gasston-avatar-1024x1024.jpg%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Peter-Gasston-avatar.jpg%22,%22height%22:1200,%22width%22:1200,%22orientation%22:%22landscape%22%7D%7D%7D\",\"text\":\"\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eThe evolution of AI video, a mundane challenge, and why the future belongs to \u201cWorld Models\u201d.\\u003c\/strong\\u003e\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u003cbr \/\\u003eWe launched our creative studio, \\u003c\/span\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, in the very earliest days of generative AI video, and we've watched the technology evolve alongside us, from short low-res clips of eerily morphing characters to multi-scene HD clips of Hollywood-level action.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBut as the barrier to creation drops, the bar of quality is raised higher; and even with the increased sophistication and seemingly infinite possibilities of today\u2019s synthetic videos there are still limits to be found. And often these limits aren\u2019t the high-end action and emotion required for broadcast-quality production, but something as simple and mundane as brushing your teeth.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1xovQW\",\"blockUniqueClass\":\"lazyblock-two-column-text-image-top-aligned-1xovQW\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003ePrimitive Pioneers (2023)\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe first commercial text-to-video model was Runway\u2019s Gen-2, announced in March 2023 and released in June. By today\u2019s standards, its capabilities were modest, to say the least: it could generate four-second clips, with a small amount of (slow) motion. It wasn't perfect\u2014far from it\u2014but people immediately started using it to tell stories. They\u2019d edit the clips together in interesting ways, choosing to either embrace or ignore the (many) flaws.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAlready at that early stage, you could see a clear pattern emerging: people with deep experience in traditional filmmaking and video storytelling were getting the best results out of what was otherwise a very basic model.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eA few other models, such as Pika and Stable Video, followed in late 2023. These offered modest upgrades, perhaps the most notable of which was the image-to-video capability, which gave creators a much-needed anchor of control. Even so, AI video wasn\u2019t close to being ready for commercial use.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eSora and the Second Wave (2024)\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIn early 2024, OpenAI announced Sora. It promised to shake up everything we knew about video models, showing off sprawling, realistic minute-long generations.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe announcement came just as we\u2019d started making our short film, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003efinding faith\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, to celebrate our first birthday. In retrospect, we were incredibly early to the game. Creating the film to the standards we\u2019d set was a battle; one key scene alone involved hacking together motion tracking, 3D modelling, image and video generation, and a lot of painstaking post-production.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWe thought that the release of the Sora would mean we'd have to scrap all the work we'd done and start again. But OpenAI chose not to release it until the end of the year.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWhile we were waiting, we got a second wave of models during the summer and autumn of 2024. This included Luma's Dream Machine, Runway Gen-3, and the popular Chinese models, Hailuo and Kling. These systems brought better detail, improved motion, higher resolution, and longer clips.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIt was around this time that I started experimenting with my own personal short films as a way of better understanding the capabilities of these new models. I was always more interested in how these networks handled subtle human motion and emotion than I was in big, explosive action sequences.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eThe Ultimate Benchmark: A Believable Clean\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThere was one thing that, no matter how hard I tried, none of the available models at the time could get right: a believable clip of a woman brushing her teeth.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZPrLCf\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZPrLCf\"} \/-->\n\n<!-- wp:image {\"id\":21779,\"sizeSlug\":\"full\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-full\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/google-docs-image-ezgif.com-optimize.gif\" alt=\"\" class=\"wp-image-21779\"\/><\/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\\u003eIt sounds simple. Yet, in my early short films, I had to actively hide or cut around this action to hide the digital hallucinations. Eventually, I realised this mundane human activity made for a perfect benchmark of progress; so I resolved that with the release of every new video model, I\u2019d try the test again.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAnd with every subsequent model release, the test failed again. Sometimes in weird ways, sometimes in hilarious ways, sometimes in disturbing ways. But it always failed.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003ePhotorealism, Speech, and the Breakout (2025)\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThroughout 2025 the next generation of video models, such as Hailuo 2 and Wan, brought higher detail, improved motion, precise camera control, and believable near-photorealism. None of them could pass my test.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1J74QF\",\"blockUniqueClass\":\"lazyblock-text-full-width-1J74QF\"} \/-->\n\n<!-- wp:image {\"id\":21777,\"sizeSlug\":\"full\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-full\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/google-docs-image1-ezgif.com-optimize.gif\" alt=\"\" class=\"wp-image-21777\"\/><\/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\\u003eGoogle's Veo 3.0 was the first video model to natively generate synchronized sound and speech. This was a true breakout moment for AI video, notably manifested in the highly talked-about Kalshi advertisement played on US TV during the NBA finals.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBut even on Veo 3.0, my toothbrushing test failed. We could do so much, but some things stayed out of reach. This was hard to explain to clients who\u2019d only ever seen the finished results, not the work in progress.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAt the end of 2025, we started getting even more powerful and capable models. With the right prompting, you could get them to look incredibly, believably \\u0022real.\\u0022 But they still couldn't depict a believable tooth brushing. Each new model got closer and closer, but they just couldn't get there.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eThe Benchmark is Passed (2026)\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eCome early 2026, a new wave of video models arrived, starting with Kling 3, and then the big one: the current best-in-class, Seedance 2.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAnd what had seemed impossible, happened. \\u003c\/span\\u003e\\u003cb\\u003eMy toothbrushing test was passed.\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e Not flawlessly, not perfectly consistently, but enough to be more than a fluke.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"9b6aK\",\"blockUniqueClass\":\"lazyblock-text-full-width-9b6aK\"} \/-->\n\n<!-- wp:image {\"id\":21780,\"sizeSlug\":\"full\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-full\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/2608Wan3.0-ezgif.com-optimize.gif\" alt=\"\" class=\"wp-image-21780\"\/><\/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\\u003eIt's incredible to look back at how far we've come in just three years; from the flickering, low-motion and unstable four-second clips of Runway Gen-2 to the jaw-dropping realism and long multi-scene sequences of Seedance 2.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe latest models can generate longer, highly coherent clips at up to 4K quality, complete with native sound, flawless lip-syncing, and precise editing capabilities. New tools make the act of creation more controllable and straightforward.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThat incredibly complex scene we worked so hard to execute in our first film, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003efinding faith\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e we can now make in a fraction of the time, using just a single reference image and Seedance 2. What once took weeks, now takes days; what took days, now takes hours. This is going to be made even more efficient by adopting increasingly capable agentic workflows.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eThe Elevation of Craft\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThis rapid evolution has democratised production. AI video now enables smaller brands to punch far above their weight, allowing them to produce ads that would once have been beyond the reach of their production budgets.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBut as the barrier to creation is lowered, the importance of craft is elevated.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSome of the more obvious technical \\u0022tells\\u0022 of AI video\u2014the flickering, the morphing, the floating objects\u2014have largely disappeared. But this puts more scrutiny on the actual artistic performance.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ePerhaps I'm speaking with the curse of knowledge, but when looking at recent high-profile campaigns I can see that \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSecret Escapes\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, for example, looks clearly AI-generated \u2014 the smoothness and symmetry are giveaways \u2014 while with this \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOMHU\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e ad it\u2019s much harder (if not impossible) to say the same.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe difference isn't the software; it's craft and discernment. With an abundance of visual options now available, the creative question of \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ewhy\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e you picked a specific artistic solution becomes more important than ever.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eThe Next Frontier: World Models\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eNo matter how good these generative models get, there are always more edge cases waiting to be found. My toothbrushing test may have been passed, but these are a few new examples I\u2019ve come across:\\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\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eA man counts from one to five on his fingers.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400;\\u0022 aria-level=\\u00221\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOne person kicks another, causing them to fly backwards and hit a wall.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400;\\u0022 aria-level=\\u00221\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eA falling wine glass spills red wine onto a rug, then smashes.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/li\\u003e\\n\\u003c\/ul\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThese scenarios are easy enough for even a child to comprehend, but current video models struggle immensely with them. This is because today's models are fundamentally \\u003c\/span\\u003e\\u003cb\\u003evisual mimics\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e. They don't actually understand cause and effect; they don't understand complex, chronological sequences of events, and they don't understand the physical rules of gravity, momentum, and impact.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eEnter the future of video: \\u003c\/span\\u003e\\u003cb\\u003eWorld Models\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, like DeepMind's Genie 3.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThese models are being trained on vast, multimodal datasets so they can begin to understand the physical rules of our world\u2014its geometry, physical relationships, and complex interactions.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWe're still in the absolute infancy of this transition. And when they finally mature, I'm sure we'll find a whole new set of limitations to work around. But as creators, we should welcome that. After all, it's limitations that provoke true innovation.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1YLzNT\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1YLzNT\"} \/-->\n\n<!-- wp:lazyblock\/custom-php {\"code\":\"\\u003cstyle\\u003e\\nh1.title {\\ntext-transform: none;\\n}\\n\\u003c\/style\\u003e\",\"blockId\":\"Z64Usv\",\"blockUniqueClass\":\"lazyblock-custom-php-Z64Usv\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"faith And The Toothbrushing Test","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"faith-and-the-toothbrushing-test","to_ping":"","pinged":"","post_modified":"2026-09-17 11:58:33","post_modified_gmt":"2026-09-17 10:58:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=thinking&#038;p=21774","menu_order":0,"post_type":"thinking","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21741,"post_author":"77","post_date":"2026-09-15 15:52:14","post_date_gmt":"2026-09-15 14:52:14","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch5 style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eTo celebrate three years of our AI creative agency and innovation hub, faith, we\u2019re highlighting some of the people who help make our award-winning team great.\u00a0\\u003c\/strong\\u003e\\u003c\/h5\\u003e\",\"blockId\":\"1RN34Y\",\"blockUniqueClass\":\"lazyblock-text-full-width-1RN34Y\"} \/-->\n\n<!-- wp:lazyblock\/two-column-media-and-text {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Mai%20Trinh%20-%20avatar%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:21738,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21738%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Mai-Trinh-avatar.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\/08\/Mai-Trinh-avatar-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:300,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Mai-Trinh-avatar-300x300.jpg%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:640,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Mai-Trinh-avatar-1024x1024.jpg%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Mai-Trinh-avatar.jpg%22,%22height%22:1200,%22width%22:1200,%22orientation%22:%22landscape%22%7D%7D%7D\",\"text\":\"\\u003ch4 style=\\u0022text-align: left;\\u0022\\u003eMai Trinh\\u003c\/h4\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cem\\u003eAccount Manager, Bernadette and faith\\u003c\/em\\u003e\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eVCCP: Tell us a little bit about your job.\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI'm an Account Manager at Bernadette and faith, from VCCP. My role is to be the bridge between the clients, the partners and the internal team. And my daily goal is to keep everyone happy with the work we deliver.\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: How did you come to work for VCCP?\u00a0\u00a0\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI worked in the agency world for about six years before I moved to the UK for an MBA. In that MBA course, I did a dissertation on the impact of AI-driven marketing campaigns on brand value and customer behaviours, which was 3 years ago and there wasn\u2019t much research on it at the time. I think that made me stand out as a good fit for the role at VCCP.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1DKWCr\",\"blockUniqueClass\":\"lazyblock-two-column-media-and-text-Z1DKWCr\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: Did you know that AI was going to be part of the role when you applied?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI wanted to work in AI but three years ago, there wasn't a role for an AI Account Manager or AI Specialist, when I was looking it was just Account Manager in general so I thought I\u2019d have to choose between the two options. I knew I wanted to work in the agency world to sharpen my experience in the UK and when I researched the company, I liked the culture here, it just seemed like I could be a good fit. I liked what Bernadette was doing and the clients VCCP worked with and so I applied.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAnd then in my interview, I realised that the role I really wanted could exist -\u00a0 I discussed my AI dissertation with Rose (\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBartel, Managing Director of Bernadette\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e) and she was like \u2018great, because this role sits across Bernadette and faith, and we think your skillset would be perfect to pioneer it for us\u2019. So it worked perfectly - my skills and the opportunity, and both Bernadette and I have been able to create and shape this role. And now I get to elevate AI and see how I can help transform the whole industry.\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: How do you describe your job to your family?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI would say, that ad you saw in a station or on social media, I did it. That\u2019s the simplest way to explain it to my parents, and flex to my friends\u00a0\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: What does a typical day look like at work?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSo the first thing is catching up on things! Making sure that I'm not missing out on anything because things can happen overnight. You never know.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThen plan my day, prioritise what to do. Block out my diary before someone else does - that's very important for me. Status meeting with a client, daily stand-up meeting with the team, and then kind of running up and down the building a lot.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003efaith is everywhere across VCCP. There are different departments in the mix that are part of faith, so everybody sits on a different floor, in different companies. So I have to run around to speak to people, and that's a fun part of my job (I get about 7,000 steps a day from that). And then lots of email writing, making sure things are on track, the team gets what they need to deliver to work, and the clients are happy. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOverall, making sure the client is brought in on the journey and everyone is happy and proud of the work we deliver.\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: What's the most exciting thing that you've worked on recently?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI would say the new campaign I\u2019m working on at the moment. It's exciting because it's the first project where we have used AI to deliver multi-channel assets for an integrated advertising campaign for this client.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eFor this specific business project, we\u2019re building a custom AI model to generate branded character assets and this is the first time this is being applied for the production of a live campaign. So we\u2019re excited to see how it\u2019ll come to life and it\u2019d be a good case study for future projects.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThis is one of the first AI projects for this client, using AI to transform the way they produce advertising - it's great to be a part of it; to be one of the first teams to do that for this brand.\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: What excites you about the future of AI?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI think what excites me the most is how AI is changing customer journeys, and subsequently the marketing and advertising processes. Like how, customers used to go to Google and they were driven by SEO to get to a website, but now AI search is becoming a new habit - it forces brands to adapt to the changing customer journeys.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThis means that there is a lot of opportunity for businesses and brands to tailor their products and services to enhance customer experience along the new journey and meet the changing expectations. But, that\u2019s also a threat for businesses and brands, because it challenges their capability to quickly adapt to the changing landscape, and do it ethically. Or, they stay behind the curve because it's evolving so quickly.\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"L8oP9\",\"blockUniqueClass\":\"lazyblock-text-full-width-L8oP9\"} \/-->\n\n<!-- wp:lazyblock\/two-column-media-and-text {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Mai%20Trinh%20-%20tall%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\/Mai-Trinh-tall.jpg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22257%5C%22%20height=%5C%22300%5C%22%20src=%5C%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Mai-Trinh-tall-257x300.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\/Mai-Trinh-tall-257x300.jpg%20257w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Mai-Trinh-tall-878x1024.jpg%20878w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Mai-Trinh-tall-768x896.jpg%20768w,%20https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Mai-Trinh-tall.jpg%201200w%5C%22%20sizes=%5C%22auto,%20(max-width:%20257px)%20100vw,%20257px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:21742,%22link%22:%22https:\/\/www.vccp.com\/uk\/?attachment_id=21742%22,%22url%22:%22https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Mai-Trinh-tall.jpg%22,%22sizes%22:%22%22%7D\",\"media-right-aligned\":true,\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: What\u2019s one thing in your job you bring a challenger mindset to?\u00a0\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eManaging expectations, for my role specifically, because sometimes what the client wants or what the team hopes to deliver, and what we can actually do, don\u2019t align.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIt\u2019s always a challenge trying to get a consensus on that, to make sure that the business or the brands get what they need to meet their objective, and that we can make something the team can be proud of. The challenge is to find a middle ground for that to happen - that's my day to day.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIn my role as an AI account manager, I also need to keep up with the new changes in AI tools because things change every day and it can be overwhelming for me to try to keep up with everything.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eEveryone in faith helps with that because they share information and updates very quickly with the rest of the team. Almost everyday, I can wake up to Peter Gasston\u2019s update on the latest AI tool release. Or someone\u2019s done some weird tests on a new tool and shares it around for fun. I personally think if I didn\u2019t work in faith, I wouldn't be ahead of this curve because AI changes very quickly.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZgvIbd\",\"blockUniqueClass\":\"lazyblock-two-column-media-and-text-ZgvIbd\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eVCCP: What three words would you use to describe faith?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eRight, agile is the first word. I have so many words! Agile is one thing. Flexible. Which I think is quite similar to agile, anyway.\u00a0 Creative. I would also say bold because some of the ideas that we have are, I personally think, are really out of the box and Daisy is a living case for that. And the team also has a lot of weird ideas in the process as well. So I think it's quite bold of the team to think of something great. To always challenge themselves to think up something outside the box and then actually do it.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eI think being bold and having the flexibility in the agility to do it is what has been shaping faith the past 3 years.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"2otii8\",\"blockUniqueClass\":\"lazyblock-text-full-width-2otii8\"} \/-->\n\n<!-- wp:lazyblock\/custom-php {\"code\":\"\\u003cstyle\\u003e\\nh1.title {\\ntext-transform: none;\\n}\\n\\u003c\/style\\u003e\",\"blockId\":\"Z1Nbw9L\",\"blockUniqueClass\":\"lazyblock-custom-php-Z1Nbw9L\"} \/-->","post_title":"Working at faith, Mai","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"working-at-faith-mai-trinh","to_ping":"","pinged":"","post_modified":"2026-09-17 11:57:16","post_modified_gmt":"2026-09-17 10:57:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=thinking&#038;p=21741","menu_order":0,"post_type":"thinking","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":19363,"post_author":"64","post_date":"2024-11-14 08:10:58","post_date_gmt":"2024-11-14 08:10:58","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1028802326\",\"blockId\":\"pCOsB\",\"blockUniqueClass\":\"lazyblock-video-pCOsB\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith one in five Brits (22%) experiencing a fraud attempt every single week*, \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2019s\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAI creative agency \\u003c\/span\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehave today launched a first of its kind campaign to fight back against scammers.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAt the heart of the campaign is D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy, a lifelike state-of-the-art Conversational AI designed to speak with scammers and keep them on the phone for as long as possible to waste their time and keep them away from the public.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe newest member of O2\u2019s fraud prevention team, D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy was created using a range of cutting-edge AI technology that is completely indistinguishable from a real person. Based on a real life granny at VCCP to ensure total believability, playing on scammer\u2019s own stereotypical views. Whilst anyone can be a victim of a scam, criminal fraud gangs often target the elderly so we leaned into scammers' own biases to create an AI granny based on a real relative of a VCCP employee.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe scammers - including many posing as some of the UK\u2019s most trusted businesses - thought they\u2019d got their hands on an easy target, but D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy has been beating them at their own horrible game.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eD\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24\/7, and over the course of many hours of scam calls she\u2019s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details. By tricking the scammers into thinking they were defrauding a real person, D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy has prevented scammers from targeting real victims and exposed the common tactics used so customers can learn what to watch out for.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eO2 and faith worked with leading UK scambaiter Jim Browning to ensure D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy was armed with the best information and tactics that kept some phone scammers on the line for more than forty minutes - having followed Jim\u2019s expert advice on how to attract dodgy calls.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eD\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy herself was created by combining a selection of Generative Models, a LLM was trained to inform her personality and knowledgebase, and her voice was modelled on a VCCP staff member\u2019s grandmother to ensure total believability. She was brought to life visually by custom-training a Diffusion Model, creating a photo-real character for the campaign, along with a cutting edge image-to-video model to make her move.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003e\\u003ci\\u003eSimon Valcarcel, Marketing Director at Virgin Media O2,\\u003c\/i\\u003e\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said \u201cAt O2, we\u2019ve been investing heavily in the fightback against fraud and this campaign demonstrates the lengths we\u2019re willing to go to keep our customers safe. I\u2019m thrilled to launch the newest member of our fraud team, D\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cb\\u003e\\u003ci\\u003eai\\u003c\/i\\u003e\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy: She\u2019s our secret weapon against scammers - indistinguishable from a real person, an AI hiding in plain sight, dedicated to wasting fraudsters time!\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cYet she also shows no matter how persuasive callers seem, they aren\u2019t always who you think they are \u2013 so we all must remain vigilant. With scammers operating full-time call centres specifically to target Brits, we\u2019re urging everyone to leave the scambaiting to the professionals and instead help play their part by forwarding-on dodgy calls and messages to 7726 for free.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eScambaiter D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy has been created in response to new research from O2 revealing 7 in 10 (71%) of Brits would like to get their own back against scammers that have tried to trick them or their loved ones*. However, wasting their own time ranked the top reason why they wouldn\u2019t bait scammers themselves in future (53%)*.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA PR-first campaign, a two minute hero film has been created showing D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy in action with two, shorter, 30 second cut downs created to run on meta and TikTok.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of the campaign, O2 is also working with Former Love Islander and scam victim, Amy Hart, to expose fraudsters' crooked tactics and help O2 customers swerve the scammers. Amy Hart was herself scammed and her involvement aims to help the brand connect to the Gen-Z audience who often think themselves too tech-savvy to fall for phone scams.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eO2 blocks millions of fraudulent texts and calls from reaching customers' phones every month and is releasing\u00a0 new AI-powered spam-fighting tools and enhanced caller identification services for free to all mobile customers to help protect them. To help make life easier for customers, O2 has launched a new webpage offering tips, tricks, and advice so they know what to look out for. Visit \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e[O2 Swerve the Scammers website]\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to find out more information.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z9Q42D\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z9Q42D\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"I\u2019m thrilled to launch the newest member of our fraud team, Daisy: She\u2019s our secret weapon against scammers - indistinguishable from a real person, an AI hiding in plain sight, dedicated to wasting fraudsters time!\",\"quotee\":\"Simon Valcarcel, Marketing Director at Virgin Media O2\",\"blockId\":\"Z1BrCuj\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1BrCuj\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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\/-->","post_title":"Daisy vs Scammers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ai-granny-scambaiter","to_ping":"","pinged":"","post_modified":"2025-05-23 10:02:21","post_modified_gmt":"2025-05-23 09:02:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19363","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21910,"post_author":"77","post_date":"2026-10-01 16:24:01","post_date_gmt":"2026-10-01 15:24:01","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur new integrated campaign for British watch brand Sekonda, positioning its stylish timepieces and smart wearables as everyday essentials for Gen Z.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eBrought to life by VCCP Blue and VCCP Media the campaign challenges standard watch category tropes. 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Alongside AV and social, moving digital portraits showcase the product lineup across high-impact outdoor locations near student hubs and shopping centers.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe initiative also introduces Sekonda's new smart ring, using a sleek three-word graphic system to highlight core benefits like cycle tracking and heart rate monitoring in an accessible way. To connect directly with younger audiences, the media strategy acts as a countdown to key Gen Z moments across platforms like Prime Video, Netflix, YouTube, TikTok, Instagram, and Snapchat.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZfKX4E\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZfKX4E\"} \/-->\n\n<!-- wp:image {\"id\":21912,\"sizeSlug\":\"full\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-full\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/09\/Sekonda-smart-ring.jpg\" alt=\"\" class=\"wp-image-21912\"\/><\/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\\u0022We are delighted with our new campaign 'any. second. now.' plus our refreshed Sekonda brand world and are so proud to see everything live. The team has shown a deep understanding of the target audience, got under the skin of the Sekonda brand and demonstrated incredible creative work from core idea all the way through to production and out the other side. Our partnership has started with a bang and long may it continue.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eJanet Gough, Marketing Director at Time Products (UK) Limited\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022\u2018any. second. now.\u2019 has been a brilliant team effort between Sekonda, VCCP Media and VCCP Blue. We\u2019re thrilled to see the work going out so swiftly after our pitch and are excited about Sekonda\u2019s challenger ambitions for the future.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eCiara O\u2019Meara, Deputy Executive Creative Director at VCCP Blue\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2sVSth\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2sVSth\"} \/-->","post_title":"Sekonda Launches 'Any. Second. Now.'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"sekonda-launches-any-second-now","to_ping":"","pinged":"","post_modified":"2026-10-01 16:24:02","post_modified_gmt":"2026-10-01 15:24:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21910","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21906,"post_author":"77","post_date":"2026-09-28 19:10:08","post_date_gmt":"2026-09-28 18:10:08","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTransport for London (TfL) and VCCP have launched 'The Stop Is Just The Start' - an integrated campaign designed to remind Londoners of the rich, real-world experiences waiting just outside their front doors. The work builds on the ten year partnership between TfL and VCCP.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z6spFA\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z6spFA\"} \/-->\n\n<!-- wp:image {\"id\":21909,\"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\/09\/TfL-Still-1-1024x576.jpg\" alt=\"\" class=\"wp-image-21909\"\/><\/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\\u003eFollowing insight on post-pandemic routines, which keep many people anchored to home, the campaign uses behavioural insights from our behaviour intelligence consultancy Cowry to create work that encourages people to reconnect with the city, explore new places, and jump back on public transport.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eDirected by Thea Gajic through production company My Accomplice, in collaboration with Film London and VCCP\u2019s global content creation studio Girl\\u0026amp;Bear, three films sit at the heart of the campaign. The 60\u201d hero film is supported by two companion spots that weave together stories of family reconciliation, local gigs, and spontaneous city adventures, made possible by a simple journey across the network.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1nHge8\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1nHge8\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1230190436\",\"vimeo-unlisted-video-hash-value\":\"ef87a6234d\",\"blockId\":\"Z1M9TEc\",\"blockUniqueClass\":\"lazyblock-video-Z1M9TEc\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe films are part of a wider 360 campaign spanning hyper-local out-of-home creative, a series of social films created by VCCP Social Club, and a digital display and DOOH created by Bernadette. To reinforce the campaign messaging, a customer engagement programme was created by VCCP\u2019s Loyalty \\u0026amp; CRM team. which is further supported by Secret London partnerships to prompt action across everyday London life.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1ksynI\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1ksynI\"} \/-->\n\n<!-- wp:image {\"id\":21907,\"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\/09\/05-TRA16464-TfL-Rev-Gen_Priming-Mildmay-CC-M05-HR-1024x497.jpg\" alt=\"\" class=\"wp-image-21907\"\/><\/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\\u0022This campaign reminds Londoners of the vibrant experiences waiting for them just outside their front door. Every stop on TfL\u2019s network promises to be the start of new stories, discovering new places, and reconnecting with the people and things we love. We are delighted to launch this unifying work to help Londoners really live their London life.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eMiranda Leedham, Head of Customer Marketing \\u0026amp; Behaviour Change at Transport for London\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022This campaign taps into something most Londoners can relate to: settling into the comfortable routine of home and forgetting the incredible experiences the city has to offer. We needed to give people an emotional connection to the network that feels inspiring and inviting. By showing that every bus, Tube, train or tram stop is just the start of a new adventure or connection, we\u2019re reminding Londoners that TfL is the key to getting out and truly experiencing the city.\\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 Learman, Creative Director at VCCP\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1fIRk6\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1fIRk6\"} \/-->","post_title":"Transport for London and VCCP launch 'The Stop Is Just The Start'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"transport-for-london-and-vccp-launch-the-stop-is-just-the-start","to_ping":"","pinged":"","post_modified":"2026-09-30 20:09:37","post_modified_gmt":"2026-09-30 19:09:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21906","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21880,"post_author":"77","post_date":"2026-09-23 15:40:39","post_date_gmt":"2026-09-23 14:40:39","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eCharlie Bigham\u2019s is back on UK screens with a new brand platform: \u2018Slowly Does It\u2019.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eCreated by VCCP Blue, the integrated campaign builds on the success of the previous 'Handmade in My Kitchen, Cooked in Yours' work, which introduced founder Charlie Bigham and the story behind the brand to viewers for the first time.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe new campaign centres on a simple truth: good food takes time. From sourcing fresh ingredients and crafting meals in small batches to cooking and enjoying the final dish, 'Slowly Does It' celebrates the idea that both food and life are better when you don't rush. It reflects a broader cultural shift towards taking a breather in an increasingly fast-paced world.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"l8o9E\",\"blockUniqueClass\":\"lazyblock-text-full-width-l8o9E\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1228807579\",\"vimeo-unlisted-video-hash-value\":\"29194d64e7\",\"blockId\":\"Zqjvkp\",\"blockUniqueClass\":\"lazyblock-video-Zqjvkp\"} \/-->\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 cinematic 30-second film voiced by Hugh Bonneville and directed by Jared Clayton. Set in a seaside town, the spot lingers on simple, everyday details - like waves crashing and a bike basket holding the morning's groceries - before finishing with a Charlie Bigham\u2019s Fish Pie served at an alfresco table.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe strategy behind the work is already backed by strong results, with Charlie Bigham\u2019s having seen year-on-year value sales grow by 34%, well clear of the wider category growth rate of 15%, since the previous campaign in 2024.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022This new campaign is the next step on our brand journey. After establishing Charlie's story with our previous work, 'Slowly Does It' brings to life our fundamental philosophy that good food should never be rushed. As consumers increasingly value the things worth slowing down for in a fast-paced world, we are confident this long-term platform will differentiate us in the aisle and drive our next phase of growth.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ePatrick Cairns, Chief Executive Officer at Charlie Bigham\u2019s\\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 a beautifully simple philosophy at the heart of everything Charlie Bigham\u2019s do: life, like food is better when it is not rushed; take your time and do things properly. 'Slowly does it' celebrates how Charlie Bigham\u2019s prepare their food encouraging us to slow down in a world that constantly tells us to hurry up. We are very proud of how this campaign brings that core belief to life.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eDavid Boscawen, Vice Chairman 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 nationwide campaign is running across TV, video-on-demand, social media, out-of-home, radio, and PR through to next summer.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z5ht81\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z5ht81\"} \/-->","post_title":"Slowly Does It","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"slowly-does-it","to_ping":"","pinged":"","post_modified":"2026-09-23 15:40:40","post_modified_gmt":"2026-09-23 14:40:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21880","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":21821,"post_author":"77","post_date":"2026-07-14 07:43:29","post_date_gmt":"2026-07-14 06:43:29","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eFor Gen-Z women in the UK, online dating had started to feel like admin. Research kept telling us the same thing: the loop of swiping, matching, dry chat and rejection had worn them down. Dating fatigue had set in, and for Tinder in the UK the consequence was straightforward. The audience that mattered most was spending less and less time on the app.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eIf dating felt like a chore, the fix was to make it feel like entertainment instead. So we went looking for where the fun actually sits for this audience, and found it in the plot of it all. Gen-Z women are not on dating apps to find fine, that will do. They are after the twists, the near-misses and the stories worth retelling over a drink. Tinder had the potential to be what keeps those stories coming.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThis insight gave VCCP Social Club our hook - the idea that the journey gets more fun as the plot gets thicker. This changes Tinder's role on social. Less matchmaker, more the friend hyping you up before you leave the house.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eSo we built \u2018Tinder for the Plot\u2019. Wherever the brand turns up, it makes the case that dating can be better than the same old drinks and the same dry chat, and that every connection adds to a story you are already writing.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u201cSolid foundations enable consistent and effective social which engages the audience Tinder wants to attract. Setting strategic guardrails also means the team can quickly jump into trends and conversations as they are happening, in a way that always feels authentic to the Tinder brand\u201d.\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAlex Dalman, Managing Partner of faith and Head of Social and Innovation at VCCP Social Club\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOnce we had our strong foundations, it was time to build the systems to keep it going: how Tinder shows up on each platform, how it works with influencers, and how content gets made, all steered by three pillars. Reassure, relate, re-energise. Underpinned by recurring content series that give the brand a world people recognise, plus community management, influencer campaigns and social partnerships.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe F.I.B.I. Guide, a TikTok series where a host road-tests dates nobody would think of, from wrestling to pottery.\\u003c\/p\\u003e\",\"blockId\":\"OzGt1\",\"blockUniqueClass\":\"lazyblock-text-full-width-OzGt1\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width 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We created the campaign to help establish Primark as a go-to choice for reliable workout gear that does not carry an inflated price tag.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1KObp8\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1KObp8\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1224858505\",\"vimeo-unlisted-video-hash-value\":\"544cb28fc5\",\"blockId\":\"Z2vrDh5\",\"blockUniqueClass\":\"lazyblock-video-Z2vrDh5\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe hero film directly parodies classic sports ad clich\u00e9s, setting athletic women in a moody, brutalist environment with an overly serious male narrator, only for them to brush off the intense dramatics and carry on with their routines.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eShot by Pascal Schonlau with social content by Charlotte Croft, the work spans out-of-home, digital, and audio channels. The media strategy places Primark directly into fitness spaces, including gyms, running routes, and health clubs, while partnering with key fitness platforms like Men\u2019s Health and Women\u2019s Health. Production and creative development were handled end-to-end by our global content studio, Girl\\u0026amp;Bear, with media planning by One Publicis Primark and organic social led by SocialChain.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022With Primark Form, we wanted to challenge expectations of what high-performance wear can look like and how it is often overpriced. 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