VCCP appoints first head of strategy, loyalty and CRM

VCCP has appointed group head of planning Ellie Gauci as its first head of strategy, loyalty and CRM, working across a roster of key clients.

According to the agency, the move reflects its “continued focus on establishing a coherent brand experience across all consumer touchpoints as part of a unified and enduring brand world”.

VCCP first started targeting the CRM and loyalty markets when it backed the launch of Stephens Francis Whitson in 2005. The agency was rebranded VCCP Me in 2012, and VCCP CX in 2019 before being folded into Bernadette in 2022.

However, the main agency also delivers loyalty and CRM programmes for a raft of clients, including Lego and Fortnum & Mason, among others.

It is claimed that the Friends of Fortnum’s membership programme has delivered a fourfold increase in shopping frequency among members. The scheme has also scooped a DMA Award.

In addition to standalone clients, the team works with integrated clients from across the network, including White Claw, Sage, Transport for London, and Canon, overseeing its global Canon Club.

Gauci previously headed up planning for clients including O2, Domino’s, and TfL.

In her new role, she will lead a growing team of loyalty, CRM, and data strategists and will report to chief strategy officer Michael Lee. Gauci will work alongside head of loyalty and CRM Matt Broekhuizen and will be jointly responsible for boosting one to one engagement across the integrated agency.

She joined VCCP six years ago, having held planning and strategy roles at direct marketing agencies Psona, FullSix, Publicis Chemistry and Lida (M&C Saatchi).

Michael Lee said: “Ellie has that rare blend of brilliant creative instinct and exceptional technical knowledge that makes her a truly integrated strategist who is as comfortable working with big data and martech as she is leading brand campaigns. She is highly respected across the VCCP Group and will be a fantastic cheerleader for our loyalty and CRM capabilities.”

Gauci added: “I’m thrilled to take on this role within VCCP. It’s a brilliant opportunity to supercharge our loyalty and CRM offering by joining up the incredible creative talent and world-class capabilities we have within the partnership. My mission is to deliver highly distinctive and memorable brand experiences that transform the fortunes of our clients.”