VCCP (UK)

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VCCP is a full-service agency based in London, with a growing collection of satellite marketing services units as well as subsidiary offices in Europe and Australia. Launched in 2002, it was acquired three years later by public relations group Chime, and now forms the core of that company's advertising & marketing services division. It is best known for its work for two key clients, mobile operator O2 and insurance comparison website Comparethe market.com, for whom it created the hugely popular brand mascot Aleksandr the Meerkat. Steady expansion and a extraordinary string of account wins catapulted the agency into the UK top ten for the first time in 2011. VCCP took its first steps outside Europe at the end of 2012 with the launch of an office in Australia. It acquired San Francisco agency Muh-Tay-sik Hof-fer in 2016.

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Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 18th Jan 2018: Ads of the Week: "Mum's Birthday". A new year makes for a complete change of style for Cadbury's Dairy Milk under new agency VCCP. Gone is the surreal and stylised approach the brand has explored for the past decade. Instead, here's the heart-warming tale of an ordinary mum and her daughter, lifted by a melting performance from its young star. 

Adbrands Weekly Update 29th Jun 2017: Publicis Groupe may have captured the conversation at Cannes with the launch of Marcel and its year-long sabbatical from awards events, but it hasn't yet halted the steady drop of account defections. Following a review of global creative for its Cadbury's masterbrand, Mondelez has transferred that account out of Fallon and Saatchi & Saatchi into a new split between VCCP and the Ogilvy network. VCCP will take over the brand in its biggest market, the UK & Ireland, with Ogilvy replacing Saatchi in Australia. Ogilvy already held the account in India, the rest of Asia, the Middle East, Africa and Canada.

Adbrands Weekly Update 23rd May 2017: Ads of the Week: "Live For The Story". VCCP takes Canon in a different direction with this clever and stylish pan-European campaign. Not a camera to be seen; instead the focus is on the story that lies behind any individual image. It's a brave angle, and the spot aims to get into our heads with some striking imagery as our protagonist grows up through a series of life moments. 

Adbrands Weekly Update 22nd Sep 2016: Ads of the Week "Why Not?". We don't quite understand the logic behind VCCP's new branding campaign for EasyJet - there probably isn't one - but who cares when the results are as exuberantly joyful as this. Some startling images, impressive human choreography and above all proof of the extra oomph that a well-chosen music track can give to an ad. This time it's a welcome comeback for The Cult's superb Lil' Devil, 30 years old next year. Undoubtedly EasyJet's most exciting ad campaign to-date. Yay-yeah!

Adbrands Weekly Update 26th May 2016: British agency VCCP expanded its global footprint westwards for the first time, with the acquisition of San Francisco's Muh-tay-sik Hof-fer. A New York office is pencilled for later this year. VCCP already has outposts in Germany, Australia, Spain and the Czech Republic.


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Background

Free to all users | see full profile for current activities: VCCP was established in 2002 by four partners: Charles Vallance (formerly strategy director of WCRS), Rooney Carruthers (formerly creative director of FCB San Francisco), Adrian Coleman (formerly CEO of Chime's AMD division) and Ian Priest (formerly MD of HHCL). The team was well experienced in mobile telecoms - Carruthers and Vallance had both worked on the Orange account; and the latter also worked at WCRS on Vodafone. As a result, VCCP got off to a cracking start when it picked up the business for O2, the newly spun-off mobile telecoms business formerly known as BT Cellnet. The appointment was a surprise blow for BT Cellnet's previous agency AMV, as well as something of a risk for O2 since the account covered the brand's entire European network, including operations in Germany, Netherlands and Ireland. 

A privately funded start-up with no existing access to a European network, VCCP quickly put together its own set of alliances with local partners to rework creative in each territory. In 2003 and 2004, VCCP showed it had the capacity to attract other business as well, picking up a string of decent accounts, not least the prestigious Diet Coke account. In June 2005, the agency was acquired by Chime Communications for up to £30m in cash and shares, and was made the core of a newly restructured marketing services division within Chime. As a result, it absorbed Chime's existing integrated agency Heresy, and took over management control of the group's other advertising and marketing subsidiaries. 


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