School Reports 2018: VCCP

Macmillan Cancer Support
Macmillan Cancer Support

Type of agency & ownership:  Full-service agency, owned by Chime Communications
Nielsen billings 2017: £280m (+23%)
Declared income: £122m
Total accounts at year end: 185
Accounts won: 24 (biggest: Cadbury)
Accounts lost: 1 (Which?)
Number of staff: 1,059 (+13%)
Key personnel: Adrian Coleman, founder and group chief executive; Charles Vallance, founder and chairman; Darren Bailes, executive creative director; Michael Sugden, group chief executive; Maggie Frost, chief financial officer
Star player: Raymond Carroll, post room assistant

VCCP can pat itself on the back after a fantastic 2017, which saw it narrowly miss out on Campaign’s Ad Agency of the Year accolade. The juggernaut that is VCCP’s new-business department once again left others in its wake, clocking up 24 wins.

One of the more high-profile brands wanting a slice of the action was Domino’s. VCCP picked up the integrated account for the pizza-delivery chain, before gobbling up even more of its business, becoming Domino’s lead digital agency in November, after a competitive pitch. "The official food of…" positioning for Domino’s, unveiled in the agency’s debut ads for the brand, is a smart move.

Another notable win was Cadbury, with an emotional ad that launched at the start of 2018 winning plaudits.

While the shop was left reeling in 2016 following the sudden loss of the multimillion-pound Asda ad account, there was no such drama last year, with consumer organisation Which? being the only client to leave.

Work by the agency, which was named Campaign’s New Thinking Agency of the Year for 2017, was strong and varied, too. Its ad campaign for Macmillan Cancer Support sensitively showed the hardships of cancer, balanced with the positive message that those with the disease get on with life and are not defined by it. While for Canon, the agency got in touch with its artsy side in a film for the camera brand.

With the launch of emotive digital design studio VCCP iX and a fast-growing media offering, this relentless shop shows no sign of slowing.




8 6 8

Agency's year in a tweet

Busy! Busy transforming clients’ businesses. Busy doing award-winning work. Busy winning business. Busy launching agencies. Busy busy busy.

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


*indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation



Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


The latest work, news, advice, comment and analysis, sent to you every day

register free