{"id":17793,"date":"2024-02-06T13:08:17","date_gmt":"2024-02-06T13:08:17","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17793"},"modified":"2024-02-06T13:41:30","modified_gmt":"2024-02-06T13:41:30","slug":"will-you-be-next","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/allwyn\/will-you-be-next","title":{"rendered":"Will you be next?"},"content":{"rendered":"<div class=\"lazyblock-video-1rgmy0 wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/910401696?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-1m2WMh wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><b>Allwyn<\/b><span style=\"font-weight: 400\">, the first new operator of The National Lottery in nearly 30 years, will tomorrow launch its opening campaign, <\/span><i><span style=\"font-weight: 400\">Will you be next?<\/span><\/i><span style=\"font-weight: 400\">, as it takes over the reins on 1 February. Over the course of its 10-year licence, Allwyn\u2019s overarching ambition is to offer more games, attract more players, inject more entertainment, create more winners, and raise more money for National Lottery-funded projects.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Focusing on the most loved millionaire maker game, Lotto, the campaign builds anticipation and asks viewers to guess who could be the latest millionaire winner. It also officially kicks off Allwyn\u2019s new marketing strategy, which focuses on attracting new players and showcasing The National Lottery\u2019s individual product brands.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Created in collaboration with integrated creative agency, <\/span><b>VCCP London<\/b><span style=\"font-weight: 400\">, with media planning and buying managed by <\/span><b>Hearts &amp; Science<\/b><span style=\"font-weight: 400\">, the campaign centres around a series of films, directed by Ed Rosie through <\/span><b>Girl&amp;Bear Studios<\/b><span style=\"font-weight: 400\">, set in everyday locations \u2013 including the \u2018Chippy\u2019, \u2018Cinema\u2019 and \u2018Newsagent\u2019. These encourage audiences to play along and guess who the winners are in these familiar settings.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign reminds players that, on average, Lotto creates two millionaires every week and the gamification element of the ads captures the fun of play. In each spot, the camera pans around a busy room speculating on who could be the winner in the scene before revealing the new millionaire. The games are played out in each deliverable from six-second social to traditional TVC, with each scene filmed multiple times to keep people guessing.<\/span><\/p>\n<p><span style=\"font-weight: 400\">VCCP has also developed a new brand world for Lotto \u2013 with new assets across audio, visual and motion \u2013 which will be visible across all of the campaign and channels.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The D\/OOH includes mirrored special builds \u2013 which were produced by Talon &amp; Grand Visual \u2013 that carry the wording \u2018The next millionaire could be staring you in the face\u2019. Meanwhile, see-through billboards in iconic locations around the UK \u2013 including in London, Liverpool, Leeds and Cardiff \u2013 continue this theme with messaging such as \u2018The next millionaire could be outside King\u2019s Cross Station\u2019, inviting passers-by to imagine who in the crowd might win next. Key messaging that \u2018Lotto makes two millionaires a week on average, will you be next?\u2019 reinforces belief as a driver for engagement.\u00a0<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">Hearts\u2019 high impact, digital-first media strategy will create a step-change in National Lottery advertising and will see ads running across a breadth of digital video and social channels, TV, impactful outdoor, print and many more.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Lotto is The National Lottery\u2019s original draw-based game, launched in 1994. It is the UK\u2019s foremost millionaire maker game and, in addition to creating thousands of millionaires in that time, has returned a phenomenal amount of money back to National Lottery-funded projects.\u00a0<\/span><\/p>\n<p><b>Lucy Buckley, Chief Commercial Officer at Allwyn, <\/b><span style=\"font-weight: 400\">said: \u201cLotto is the heart and soul of The National Lottery, so of course this had to be the first campaign we went live with. As we take on the treasured institution that is The National Lottery, we\u2019re so excited to re-imagine Lotto and solidify its place with new players and consumers, as well as to attract back some of those who might have stopped playing along the way. With an average of two Lotto millionaires made every week and an incredible \u00a34 million raised for National Lottery-funded projects every day from all of its games, The National Lottery really does change lives every day \u2013 and this campaign is the first step in our journey of communicating this far and wide.\u201d<\/span><\/p>\n<p><b>Darren Bailes, Global CCO at<\/b><b> VCCP Group, <\/b><span style=\"font-weight: 400\">added: \u201cOver the years, Lotto has lost a bit of that sense of fun and anticipation. We wanted to bring back those emotions, so built our campaign idea around them \u2013 with ads you can play along with too. The fact that Lotto makes two millionaires a week on average is amazing and something that many people don\u2019t know. So, we wanted to shout this from the rooftops and remind everyone that normal people, in normal places, become millionaires every week. People at the supermarket, in the cinema, at the park, the newsagent, the hairdressers, the chippy \u2013 the possibilities are endless. So, will you be next?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will launch across TV, VOD, cinema, social, print, digital, D\/OOH and special builds, and will run until 30 September 2024. <\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1kXTVh wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        Today is just the first step on a journey that will leave the nation seeing, feeling and experiencing a renewed National Lottery. One that is more representative, more inclusive, more innovative and, importantly, more fun.  \n        <cite>Garrett O\u2019Reilly, CEO at Hearts &amp; Science<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-17793","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"17796","hero_video":"","hero_image":{"ID":17795,"id":17795,"title":"Golda Celebrating Still_1","filename":"Golda-Celebrating-Still_1-1.jpg","filesize":3049295,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/allwyn\/will-you-be-next\/attachment\/golda-celebrating-still_1-2","alt":"","author":"64","description":"","caption":"","name":"golda-celebrating-still_1-2","status":"inherit","uploaded_to":17793,"date":"2024-02-06 12:40:59","modified":"2024-02-06 12:40:59","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Will you be next?","meta-description":" Allwyn launches new, unmissable Lotto campaign through VCCP and Hearts &amp; Science","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/Golda-Celebrating-Still_1-1.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16341,"post_author":"61","post_date":"2023-07-03 12:47:34","post_date_gmt":"2023-07-03 11:47:34","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAllwyn, the incoming operator of The National Lottery, today announced the appointment of Leo Burnett and VCCP as joint creative advertising agencies for The National Lottery for the first two years of the upcoming Fourth Licence, which starts in February 2024.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eGlobal advertising agency, Leo Burnett, has been appointed to develop compelling campaigns for The National Lottery brand, along with working on a revamped proposition for instant lottery games and looking at how to better link National Lottery games with Good Causes.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eGlobal integrated communications agency, VCCP, will oversee marketing communications for the Lotto and Set For Life games, along with managing rollover and jackpot-specific campaigns for draw-based games more generally.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAllwyn has taken a roster approach to appointing advertising agencies for The National Lottery for the first time. This approach will better enable Allwyn\u2019s focus on driving increased awareness for individual product brands. In turn, this will lead to an increased number of campaigns and maximise reach.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBringing a strong track record of strategic thinking and creative nous, Leo Burnett will provide a team headed by CEO, Charlie Rudd, that has been integral on many projects \u2013 including, most notably, the successful repositioning of McDonald\u2019s in the UK.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith proven credentials in building brands that connect on an emotive level with the British public \u2013 including highly successful campaigns for Cadbury and Compare the Market \u2013 VCCP will provide a team headed by Managing Director, Hannah Fitzgerald.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAllwyn\u2019s brief to the respective agencies is to create campaigns that help bring its vision for The National Lottery under the Fourth Licence to life: that is to grow The National Lottery in a safe and responsible way, enabling it to return more to Good Causes, by increasing the relevance of The National Lottery and introducing the range of games to new audiences responsibly.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLeo Burnett and VCCP will now get to work on developing campaigns which will roll out from 1 February 2024, in line with the start of the Fourth Licence.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBusiness consultancy, Ingenuity, managed the agency pitch process for Allwyn. As part of that, Allwyn has signed up to the Pitch Positive Pledge, which supports making the pitch process more intentional, accountable and responsible for both advertisers and agencies.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eAn Allwyn spokesperson said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \u201cWe\u2019re delighted to appoint these two leading agencies to support our vision for The National Lottery. The competitiveness of the pitch process demonstrates the appeal The National Lottery holds to many people. We\u2019re looking forward to both agencies coming up with effective, compelling campaigns to further broaden that appeal, making The National Lottery even more relevant to more people in a safe and sustainable way.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z9ILbF\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z9ILbF\"} \/-->","post_title":"Allwyn appoints VCCP and Leo Burnett to marketing roster","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"allwyn-appoints-vccp-and-leo-burnett-to-marketing-roster","to_ping":"","pinged":"","post_modified":"2023-07-03 12:47:34","post_modified_gmt":"2023-07-03 11:47:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16341","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17733,"post_author":"64","post_date":"2024-01-08 12:09:32","post_date_gmt":"2024-01-08 12:09:32","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"900142228\",\"blockId\":\"ZzTFiu\",\"blockUniqueClass\":\"lazyblock-video-ZzTFiu\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eCadbury \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand its global agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today launched a fully integrated campaign celebrating Cadbury\u2019s 200th anniversary and its long-standing relationship with the British public.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSince being founded in Birmingham on 4th March 1824, Cadbury has grown to become part of the fabric of the nation, present in the lives of British people in moments big and small. The new campaign \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eYours for 200 Years\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e was developed to celebrate being part of British life for generations, rather than to just mark a milestone.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eYours for 200 Years\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e focuses on the sense of belonging to the nation through both the shared value of generosity, upon which Cadbury was founded, and in products which have become part of British life and culture. Cadbury has long spoken to the generous spirit in all of us. For Cadbury\u2019s anniversary year, the campaign film \u2018Birthday\u2019 revives the much-loved \u2018Mum\u2019s Birthday\u2019 TVC to demonstrate that there has always been \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA Glass and a Half in Everyone\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe 60\u201d film takes viewers through 200 years of British life, beginning in 1824 and travelling through time as the story of a little girl buying her mum a bar of Cadbury Dairy Milk for her birthday is retold. The setting changes subtly around the girl and shopkeeper as time advances, technology and fashions change but, powerfully, the story remains the same.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP\u2019s global content creation studio Girl\\u0026amp;Bear worked with award-winning director Frederic Planchon, who directed the original \u2018Mum\u2019s Birthday\u2019 TVC, and Academy Films. Most of the original cast were reunited for the new film, with body doubles and post-production techniques used to recreate the scene between the shopkeeper and the girl (who is now five years older than when the first ad was released), post production was managed by Selected Works. The end result is an emotional reboot of a classic advert which celebrates small, shared moments of generosity.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo acknowledge that Cadbury\u2019s enduring success is due to the nation\u2019s continued support and love, the British public are the heroes of \u2018Your Cadbury Photos\u2019 across OOH and social. A competition selected pictures submitted from old family albums where people were seen enjoying Cadbury products, from Easter egg hunts, Christmas, and the Flake 99 ice cream on summer holidays.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThese images feature across billboards and campaign assets to celebrate the role Cadbury has held in British people\u2019s lives and memories. Media planning and execution for the campaign is handled by Publicis Media.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFurther boosting the nostalgia generated by the campaign, a limited-edition range of seven Cadbury Dairy Milk bars is being released featuring classic designs, crafted in collaboration with Bulletproof (Cadbury\u2019s branding agency). First introduced in 1905, Cadbury Dairy Milk is a favourite amongst the public who recognise its iconic packaging designs from their past. Cadbury are also working in partnership with Alzheimer\u2019s Research UK and the Alzheimer's Society of Ireland, acknowledging the link between nostalgic packaging designs and memory.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA range of bespoke nostalgic OOH ads has also been designed by illustrators to celebrate Cadbury Dairy Milk\u2019s famous branding and iconic design evoking the artwork of bygone campaigns. Each execution is illustrated in the style of a different era and packaging, creating a beautiful suite of retro posters.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eElise Burditt, Senior Marketing Director at Cadbury,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cThis is a very special moment for us. It\u2019s not every day that you have the opportunity to celebrate a 200th anniversary! But for us this is so much more than that - it\u2019s celebrating 200 years of being part of the lives of the British public and recognising that we wouldn\u2019t be here today without them. 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The pair have joined from Initiative Media where they worked together for the past six years.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJames and Will were instrumental in turning around the fortunes of the IPG Mediabrands-owned media shop, winning brands such as Deliveroo, NatWest and Nike.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new hires follow new business wins for VCCP Media who have picked up clients including Wilkinson Sword, Chilly\u2019s, Bulldog and Krispy Kreme - James and Will have been tasked with building on this recent success and reshaping the strategy to meet the challenges and opportunities presented by the shifting media landscape.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWill Parrish, Chief Strategy Officer, added: \u201cIt\u2019s time for media to take its anorak off and it feels like VCCP are firing the starting pistol. Challenging media to become creative\u2019s super power and creative to become media\u2019s. Challenging mediocrity in media - we have all these new paintbrushes at our disposal for media to be creative and confident,\u00a0 that\u2019s something I just couldn\u2019t turn down.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eMichael Sugden, CEO of the VCCP Partnership, who James Shoreland will report to, said: \u201cWe're delighted to snare two people of James and Will's calibre. They are a natural fit with VCCP's challenger culture and there's a lot to challenge in today's media landscape. One of those challenges is the fragmentation of creative and media thinking. James and Will share our belief that the best work comes from treating creative and media as one so we\u2019re absolutely thrilled to welcome them to the VCCP family.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTara Marus will become Chief Operating Officer reporting into James Shoreland while Simon Jenkins will become Chief Planning Officer reporting into Will Parrish.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1ubpl9\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1ubpl9\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"The increasing number of specialisations in media has led agencies away from the power of creativity. I believe an agency that focuses on creativity in media, and the creative within media, will unleash the potential of both brands and people. 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