So what do we actually do? We describe ourselves as Transformation Experts. Put simply, we exist to transform the fortunes of our clients. Success in our book is helping O2 acquire 1million new customers in a single year; Landing an integrated campaign for mobile.de that gets them ahead of their main competitor in the race for top-of-mind awareness; Or creating an ambush approach that allows Nike to own the success of the German national football team during Euro 2012, without sponsoring the team or the tournament.
Don’t get us wrong, we like getting awarded, but what really gets us out of bed in the morning is business transformation. So how do we do it? First up, it takes more than glossy advertising, as we believe it only works if it all works. Only if a consumer experience is compelling and coherent from initial search query to in-store purchase can we expect to have a transformational impact on a client’s business.
This is why VCCP is a fully integrated creative agency, where we want to go beyond what is known as advertising. In fact, we get rather grumpy when anyone describes us as an advertising agency – so you’ve been warned! Our other magic ingredient for business transformation is our methodology. Like our Founding Principles, we’re a little obsessed with this. The first thing we do is come up with a Concentrated Brand Idea. This is an articulation of a brand’s purpose in no more than four or five words – in language your mum would understand. No management-speak, no brand onions. Just a plain and simple articulation of why your brand exists.
We then come up with a creative expression of this Concentrated Brand Idea that populates culture. This is an idea that has inherent talk-ability and share-ablility. In short, the idea has cultural currency. Finally, we apply our strategic and creative thinking across all possible customer journeys. Online, in-store, earned, owned and shared media, internal culture, everything… By doing this we create an indelibly branded experience with a compelling and coherent message that is reinforced time and again. It’s like a stick of rock – wherever you cut it there is a consistent message. We call this our Brand World.
A lot of our methodology is common sense. The ‘magic’, if there is any, is making sure all three happen in tandem. It means that we work best with organisations whose marketing function can influence multiple facets of their business, as real transformation only works if it all works. VCCP. Transformation Experts.