Charles Vallance

The modern and ancient brand paradox

The modern and ancient brand paradox

Plus ça change, plus c'est la même chose – VCCP's chairman reflects on how little things change.

The Era of the Ear

The Era of the Ear

The ad industry has long been obsessed with consumers' eyes, with discourse around eye-catching work pretty much standard. But thanks to the explosion of audio streaming, digital radio and podcasts, the ears are making a comeback. Sit up and listen.

How loudly will the twenties roar?

How loudly will the twenties roar?

The end of the 1990s downturn was marked by a flowering of British commercial creativity – and something similar could be on the cards in the years to come.

Charles Vallance: Protect the Engine

Charles Vallance: Protect the Engine

The ad industry must not let process and structure distract it from looking after the very thing that powers it.

Plan Like an Optimist

Plan Like an Optimist

The VCCP chairman reflects on the importance of optimism now more of the crisis is likely behind us than ahead of us.

Why a little means a lot

Why a little means a lot

Video communication platforms are only 90% a substitute for real meetings – and we might be missing out on the 10% that decides so much of what happens in our marginal world.

Endlines are still the first word

Endlines are still the first word

Endlines might not currently be fashionable but they still have value

A glass half full

A glass half full

There are some positive news, but we aren't ready for that yet.

This is our great interregnum

This is our great interregnum

Today's interregnum will measure the gap between Covid-19 being brought under control and it being eliminated. We are improvising in a waiting room off the main event.

Give me a compass, not a crystal ball

Give me a compass, not a crystal ball

Don't obsess about what's going to change; think about the big ideas that remain stable.

Artisans, not managers

Artisans, not managers

Promoting people away from the roles in which they excel is perhaps our industry's greatest error.

It's all performance

It's all performance

Whoever coined the term 'performance marketing' has undermined the credibility of broad, brand-building media. But is that fair?

The hidden power of the weakest links

The hidden power of the weakest links

It's the weakest, not strongest, social ties that are most irreplaceable. So, at the start of this decade, let's run towards the periphery.

Does your brand have a... thing?

Does your brand have a... thing?

There's no technical definition of what that 'thing' is, but it's a stern taskmaster and it has to work in all formats, from idents to packaging.

​The politics of optimism

​The politics of optimism

'Things can only get better', 'Yes we can', 'Better together'... all had a message of hope.

There's not enough 'me' in autonomy

There's not enough 'me' in autonomy

It's surprising how much of our daily intellectual effort has already been outsourced.

In praise of the office

In praise of the office

There are benefits of working with others.

Isn't it ironic?

Isn't it ironic?

Greater understanding of reason hasn't made us more reasonable.

A view from Charles Vallance: Gun for hire

A view from Charles Vallance: Gun for hire

Brands must use celebrities with caution.

Is it right enough to be wrong?

Is it right enough to be wrong?

This is the question you should ask yourself at the start of the creative journey.