School Reports 2013: VCCP

Score: 7  Last year: 8

VCCP marked its tenth anniversary in 2012 and, while it may not have been as successful as in previous years, there was still plenty going on.

The year started well with the capture of the Saga account and, while other wins of varying size followed, the agency must have taken particular pleasure in welcoming the £25 million Müller account back through the door.

BetVictor, Macmillan Cancer Support, McLaren and Rugby Football League were among the other contested highlights. Out the door went npower and, while Carling called a review towards the end of the year.

The creative product bordered on the pedestrian, but there was the odd highlight here and there – work for, for which the agency produced some wonderful spots for the sponsorship of Coronation Street, and O2 continued to lead the way. An execrable spot for Müllerlight Greek Style yoghurt proved to be the real lowlight.

The HR department was busy keeping up with staff changes – VCCP hired the Mother creative team Faustin Claverie and Thierry Albert, but their time at the agency proved to be brief as they soon moved to Wieden & Kennedy Amsterdam. Elsewhere, the executive planning director, Tracey Follows, announced that she was upping sticks for JWT London. She was replaced by Michael Lee, who returned after a two-year stint at Abbott Mead Vickers BBDO.

Simon Rich departed as the head of planning, while Jamie Bell joined VCCP me (formerly Stephens Francis Whitson) as a creative director to replace Neil Francis. Andrew Peake was elevated to managing director and Michael Sugden was named the chief executive.

There was also the introduction of a series of additional added-value divisions to the VCCP Partnership offering, alongside VCCP me.

A branded content division – VCCP Content – launched in February and was supplemented later in the year with VCCP Media.

So, all in all, an interesting enough and evolutionary year rather than a spectacle that some anniversaries provide. But maybe 11 is the new ten.

Type of agency Full service
Company ownership Chime Communications
Key personnel Adrian Coleman founding partner
Charles Vallance founding partner
Michael Sugden chief executive
Darren Bailes executive creative director
Sophie Maunder-Allan group strategy director
Nielsen billings 2012 £204m
Nielsen billings 2011 £194m
Declared income £41m (2011)
Total accounts at year end 85
Accounts won 22 (biggest: Müller)
Accounts lost 2 (biggest:
Number of staff 480 (+33%)

Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question

How VCCP scores itself: 7

"2012, the year in which we celebrated our 10th birthday along with our founding client O2 was a busy one for The VCCP Partnership. Organic growth driven by client opportunities led us to open offices in Madrid and Sydney, whilst in London we launched VCCP Content, Live, Media and Conduit - our data consultancy."