Charles Vallance

Beware the trap inherent in trophy culture
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Beware the trap inherent in trophy culture

We should not mistake recognition for mastery. I'm afraid I know a few people whose careers peaked at a gold Lion as a result.

Why we should relish putting ads into research
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Why we should relish putting ads into research

Great ideas aren't killed by going into research. Trust the British public, says the VCCP founder and chairman.

Saying it with words​: why ads are getting more chatty
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Saying it with words​: why ads are getting more chatty

Authenticity and the rise of voice are creating a revival of words in ads, says the founder and chairman of VCCP.

Why the days of the 'format factory' are numbered
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Why the days of the 'format factory' are numbered

The proliferation of new formats has been dizzying but what shape will the frenzy take next, asks the founder and chairman of VCCP.

Embrace the new school of 'brand impressionism' in 2018
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Embrace the new school of 'brand impressionism' in 2018

Next year, adland should pledge to use a whole new canvass, says the founder and chairman of VCCP.

Trust me, I'm an adman
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Trust me, I'm an adman

This may or may not come as a surprise but, for the first time ever, the clergy is no longer the most trusted sector of society.

​Learn to be your own worst enemy
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​Learn to be your own worst enemy

We will see more adversity in advertising and it's no bad thing, says the VCCP founder and chairman.

Don't watch this space
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Don't watch this space

It's time for agencies to get fully involved in content creation again as the pendulum swings back from the amateurs to the pros, says the founder and chairman of VCCP.

Banish your inner Hamlet
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Banish your inner Hamlet

Like the vacillating prince, we look for ways to postpone decisions and absolve responsibility. And it's making an impact on our productivity.

The best advertising shares an ingredient - space
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The best advertising shares an ingredient - space

In a crowded world, we should declutter what we do and create brands that simplify and streamline.

Fake news claims force brands to raise standards
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Fake news claims force brands to raise standards

Amid the alternative facts and fake news, expectations of transparency are actually rising, which is good news for brands that are doing the right thing.

Does advertising reflect the spirit of the age?
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Does advertising reflect the spirit of the age?

Chronological myopia is threatening to stifle imagination and diversity, writes Charles Vallance.

Brands take note: trends aren't trendy any more
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Brands take note: trends aren't trendy any more

The spirit of social conservatism that has brought back knitting, book clubs and baking now threatens to disrupt inattentive brands.

Personalised doesn't make it personal
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Personalised doesn't make it personal

With so much hyper-targeted communication missing the mark, advertisers must reassess the role of big data in building relationships, writes VCCP's co-founder and chairman.

Storytelling is dead. Long live story doing
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Storytelling is dead. Long live story doing

The key question for brands looking to thrive in the 21st century is: what is our brand doing?

The EU referendum outcome marks the death of the experts
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The EU referendum outcome marks the death of the experts

Like other seismic events, we'll remember where we were when Brexit happened.

Charles Vallance: Delightful surprises are too rare in advertising
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Charles Vallance: Delightful surprises are too rare in advertising

VCCP's founding partner was reminded of the power of surprise in advertising in a very unlikely place: the motorway service station.

Targeting can become a kind of creative tyranny, says VCCP's Charles Vallance
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Targeting can become a kind of creative tyranny, says VCCP's Charles Vallance

We are more able than ever to precisely target an audience, but over-reliance on this is not only dull, it means outsiders never even hear the conversation, writes Charles Vallance.

Charles Vallance on the secret of great creative work: 'Does it entertain me?'
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Charles Vallance on the secret of great creative work: 'Does it entertain me?'

What's the secret to creativity in marketing? It lies in the 'usefulness' of the work. Brands ignore this at their peril and are wasting their time in the experience economy, warns Charles Vallance, co-founder and chairman of VCCP.

A view from the top
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A view from the top

Busy Monday. New-business creds meeting followed by an easyJet internal, then O2, then Hiscox.