Who is VCCP? They are the agency we joined in 2016. We had chosen to not engage with various holding companies that had approached us. But these guys were different. They were like-minded souls from across the Atlantic looking for a North American partner. While we had set up as “professionals in the industry formerly known as advertising,” they had set up to “challenge the bad habits of the industry.”
As our agencies had evolved, we told our clients and people to “get chased,” while they had become “the challenger agency for challenger brands.” Like-minded, indeed.
VCCP is now a top-5 agency in London, with 700 people there plus offices in Madrid, Berlin, Sydney, and Prague. Their deep strategic work combined with creative prowess has led to the most envied new business record in the UK. Together, we are a global micro-network. It’s a formidable combination. On one side, we can offer deeper resources and global capabilities that one-office, one-country agencies cannot. On the other hand, we’re a fast, nimble, and versatile alternative to the holding company networks.
See the AdAge article here. See some VCCP case studies below.
We see the launch of our first campaign for Cadbury ‘There’s a glass and a half in everyone’ with a new global brand platform which takes it back to its roots; a family brand founded on generous principles. The new positioning shines a light on the kindness and generosity that we see in society every day and facilitates moments of real human connection. The first creative under the new global brand platform is centred on the nation’s favourite chocolate, Cadbury Dairy Milk, and sees the brand embrace an authentic and caring approach, capturing the spirit of the nation in a way that individual consumers can relate to.
Canon were smart enough to realize that cameras weren’t really relevant to a generation of 16-35 year olds who had only ever taken pictures on their phones. But we realized something else. Those smartphone pictures were almost always telling a story, so we transformed Canon from a camera brand into a storytelling brand. Together VCCP and Canon launched the “365 Days of Summer” campaign, which encouraged people to share their summer photos and stories on social media. The incentive was an astonishing prize – the chance to follow summer around the world for 365 days.
The world is full of amazing technology, but sometimes people can be a little blasé, non-plussed or cynical towards it. A bit “cat,” you might say. Consumers are surrounded by limitless possibilities but often unwilling to dip their toes in the water in the first place, or sometimes we aren’t quite sure where to start. As O2, a leading telecom in the U.K., looked to expand the brand towards delivering new digital products and services, VCCP realized that its first job was to get people to be open-minded, enthusiastic and excited by the things that technology could offer them.
So VCCP created a movement designed to infect the nation with an attitude of positivity and playfulness. A rallying call to try first and ask questions later. To push every button. To meet things with excitably open arms. To throw yourself in head first. To “Be More Dog” — less aloof about technology, and more excited by its possibilities.
When easyJet launched in 1995, they were committed to making travel affordable for all, offering flights for the price of a pair of jeans. In 2016, their commitment still rings true, which is why their latest brand campaign encourages people to embrace all the possibilities that travel has to offer, because with prices still as low as £29.99, “Why not?”
In VCCP’s fully integrated, pan-European brand campaign, we see an easyJet traveller embracing her “Why not?” attitude to the fullest, as her yearly travel itinerary comes to life inside an easyJet hangar. Dinner in Barcelona? Why not? Trumpet festival in Budapest? Why not? Six hours in Amsterdam? Seriously, Why not?