Charles Vallance

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.

Charles Vallance: Don't be afraid to say you're a brand that can be trusted
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Charles Vallance: Don't be afraid to say you're a brand that can be trusted

Apparently, the French are rubbish at it. Trusting each other, that is. Fifty-two per cent of them believe that "one cannot get to the top without being corrupt".

Charles Vallance: The web is stifling radicalism at a time when it is needed
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Charles Vallance: The web is stifling radicalism at a time when it is needed

It's all going on. Massive institutions have collapsed and many continue to wobble.

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The World's Leading Independent Agencies: VCCP

With consumers swamped by messages, clever brands talk less, not more.

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WCRS 1979-1999: The birth of WCRS - It took Robin Wight months of secret and not so secret negotiations to assemble his team of adland superstars. The resulting agency was an instant hit

It was early 1979. The brilliant but eclectic Robin Wight had quit his job as creative director of Euro a full six months previously declaring that he would ’find the best art director in London, the best copywriter in London - and the best managing director, to stop them killing each other’.

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WCRS 1979-1999: Who the hell is Robin Wight? - Arrogant but modest with it, Robin Wight started his first agency at university and his enthusiasm is as strong after 30 years in advertising

’I first realised my future was in having ideas when I was 17,’ Robin Wight will tell you loftily. The barest of pauses and he’s off again: ’Of course, 90 per cent of them are crap ...’