It's tempting to claim involvement in an award-winning piece of work. But when collaboration is the order of the day, it becomes difficult to pinpoint exactly who is responsible for a campaign's success.
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.
Great ideas aren't killed by going into research. Trust the British public, says the VCCP founder and chairman.
Authenticity and the rise of voice are creating a revival of words in ads, says the founder and chairman of VCCP.
The proliferation of new formats has been dizzying but what shape will the frenzy take next, asks the founder and chairman of VCCP.
Next year, adland should pledge to use a whole new canvass, says the founder and chairman of VCCP.
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.
We will see more adversity in advertising and it's no bad thing, says the VCCP founder and chairman.
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.
Like the vacillating prince, we look for ways to postpone decisions and absolve responsibility. And it's making an impact on our productivity.
In a crowded world, we should declutter what we do and create brands that simplify and streamline.
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.
Chronological myopia is threatening to stifle imagination and diversity, writes Charles Vallance.
The spirit of social conservatism that has brought back knitting, book clubs and baking now threatens to disrupt inattentive brands.
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.
The key question for brands looking to thrive in the 21st century is: what is our brand doing?
Like other seismic events, we'll remember where we were when Brexit happened.
VCCP's founding partner was reminded of the power of surprise in advertising in a very unlikely place: the motorway service station.
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.
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.