School Reports 2012: VCCP

VCCP has built up a strong head of steam over the past few years, and this momentum helped make last year the most successful in the agency's ten-year history.

Recent O2 work
Recent O2 work

Score: 8

Agency fact file: VCCP
Type of agency Integrated advertising and communications
Company ownership Chime Communications
Key personnel Adrian Coleman founding partner
  Charles Vallance founding partner
  Michael Sugden managing director
  Tracey Follows head of planning
  Darren Bailes executive creative director
Nielsen billings 2011 £185m
Nielsen billings 2010 £131m
Declared income £41m
Total accounts at year end 72
Accounts won 33 (biggest: easyJet)
Accounts lost 3 (biggest: M¸ller)
Number of staff 350 (+47%)

For one thing, it became an even more potent new-business force, ending 2011 with more than 30 new accounts. And this doesn't just mean it targeted quantity over quality. It secured a number of major clients along the way, such as Carling, easyJet, Burton's Foods, Diageo and Dairy Crest.

Meanwhile, just three pieces of business left VCCP: Aer Lingus, which the agency had to resign after winning easyJet, Jordans and Muller, which consolidated into Grey and TBWA respectively.

VCCP's staggering new-business record meant it was on a seemingly constant recruitment drive last year, boosting staff numbers by 47 per cent. This included the appointment of Crispin Porter & Bogusky's Craig Miller as a creative director and Wieden & Kennedy's creative team of Mark McCall and Richard Dorey. Towards the end of the year, VCCP also acquired Hooper Galton for an undisclosed sum, merging the company into the main agency. There was one sad farewell, though, as the creative director Steve Vranakis left to join Google.

Despite his departure, VCCP's work improved again in 2011. From slightly barmy ads for Jammie Dodgers and Coors Light to hard-working campaigns for Hiscox and COI, the creative department appears comfortable working across all sectors. In O2, VCCP was also behind the growth of one of last year's most impressive advertisers.

VCCP's overall performance meant it was rightly in the running for Campaign's Agency of the Year accolade last year. As a versatile shop that's embracing change, don't be surprised if it's in the mix in 2012 too.

Score last year: 8

How VCCP rates itself: 8

"2011 was yet another year when clients needed their agencies to work hard. From breakfast pie packs for O2's Rugby World Cup campaign to easyJet's redesign and the introduction of More Th>n Freeman (through SFW), VCCP are proud to have delivered continued strong business growth and excellent return on investment for our clients. It has also been an exciting year inside the Partnership with the launch of VCCP Share, 33 new business wins and year-on-year revenues up 24 per cent."

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