VCCP hires Marketing Store creative for top retail role

VCCP London is further expanding its retail experience team with the hire of a new creative director to st within the new senior leadership team following the launch of its inaugural RX Performance Index.

Darren Groucutt joins with immediate effect from The Marketing Store, where he has been the brand experience creative director since 2019.

While there he was central to the agency’s new business growth and has been responsible for creating and delivering global brand awareness content for McDonald’s Happy Meal and the digital transformation of McDonald’s Drive-Thrus in the UK.

Prior to that, Groucutt was the film and animation creative director for the London 2012 Olympic & Paralympic games, working across all stadium and broadcast visuals, creating the backdrop for some of London 2012’s iconic moments.

At VCCP, he will lead the creative output of the specialist retail experience capability, working with clients such as Canon, Cadbury and Wickes and will be part of the RX leadership team with head of retail Rob Sellers, Steph Thomas and Stephen Renou.

The RX team works across every discipline within the VCCP Group, from analogue to digital, from brand to CX.

Sellers said: “The changing retail landscape needs new shapes of creative solutions, and we looked long and hard to find the right creative leader for our retooled Retail Experience capability.

“Darren’s experience and skills are unique, and we know he can help our clients challenge ‘old’ retail – smashing the gap between brand and buying. On top of that, he’s a really great human and we’re all looking forward to feeding off his humour and energy.”

Groucutt added: “I’m thrilled to join the retail experience team and to leverage its creative excellence and heritage alongside an impressive ever-growing roster of clients. It’s amazing to have the opportunity to disrupt within all categories to help brands adapt and flourish in this ever-changing consumer landscape.”