VCCP is launching a dedicated retail media offering and beefing up its senior team with the appointment of Haygarth creative chief Steve Rogers as executive creative director of retail and experience.
VCCP Retail was first launched in 2015, after the agency group acquired independent shopper marketing specialist agency WARL Group. In 2022, the division updated its capabilities to align with modern omnichannel shopping, unveiling the Retail Experience team.
Over the past few years, the team has rapidly scaled, growing from a specialist, pure-play unit into a unified commerce and activation unit. The team has expanded its territory, from winning flagship retail accounts for premium brands, to driving multi-market strategic assignments across markets including Europe and the US, for top-tier FMCG clients.
The team’s evolved proposition brings them closer to VCCP Media, tapping into proprietary tech to better target audiences with more relevant creative across commerce and in-store touchpoints. The commerce system, alongside newly appointed specialist skills, uses live and owned data, with domestic appliance specialist De’Longhi Group being the first client to take up the offering.
Led by Steph Thomas (pictured, left), VCCP’s head of retail and experience, and supported by a growing 36-strong team of strategic and creative commerce and activation specialists, the division’s mission is to close the gap between brand and buying by creating “total commerce experiences” that turn affinity into action and purchase.
VCCP London chief executive Andrew Peake said: “Our evolved offering sets a new benchmark for how brands navigate the rapidly shifting retail landscape. By integrating our retail media technology with our specialist retail talent, we translate a brand’s creative platform into high-impact, conversion-driving communications.
“For our clients, including Cadbury, PepsiCo, Virgin Media O2, General Mills, and De’Longhi Group, this offering proves our ultimate ethos: ‘it only works if it all works’.
Meanwhile, Steve Rogers (pictured, right) brings over 25 years’ experience as an award-winning creative leader and integrated thinker, spanning brand experience, retail and shopper, branded content, social, ecommerce, press, OOH and TV. His work focuses on the intersection of brand building and conversion and he has worked with household brands including Adidas, Disney, Brown Forman, Vodafone, Diageo, PMI and L’Oréal.
Steph Thomas said: “Steve is a force in the retail space whose integrated thinking will drive the expansion of our offering. By combining his creative leadership with our new proprietary systems alongside our media division, we are harnessing retail data to generate richer insights that supercharge our team’s creative output. It’s an approach that challenges convention, delivers commercial impact for our brands, and builds brands from the shop floor back.”
Rogers added: “I’m thrilled to join an agency that uses storytelling to drive both brand impact and sales conversion. What makes VCCP truly unique is its commitment to integration; bringing retail and experience into the creative room at day one to ensure full-funnel effectiveness from the very inception of a campaign.”
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