[Interview] David Masterman, Executive Creative Director, VCCP

For David Masterman, VCCP's Executive Creative Director, creativity isn't about playing to the industry's tune. It's about solving "thorny problems" with "nifty solutions" that are built to last. Drawing a clear line between timelessness and trend-chasing, he outlines VCCP's founding belief in genuine brand building.

In a conversation with Marketing Report, he reveals how surrounding himself with brilliant people and an endless fascination with humanity leads to work that doesn't just win awards, but wins in culture and changes minds.

You’ve had an impressive career in advertising. What initially drew you to the creative side of the industry?

Rather than the other side of the industry? I’ve never seen the appeal of the other side. We come up with nifty solutions to thorny problems.

We’ve got some of the best tools at our disposal. Who wouldn’t love that?

How do you ensure that VCCP’s creative output remains fresh, distinctive and ahead of industry trends?

I hope our work is never on trend. It should be timeless.

In your opinion, what differentiates VCCP from other leading agencies in terms of creative approach?

VCCP was born 23 years ago with a belief in genuine brand building. We build long running campaigns, and we have long client relationships. We are a business partner.

When we create great work, it is the right work.

I suspect that the reason for our success is we’ve never played those quick tricks to get a Cannes winner

How do you maintain creative excellence across multiple clients and campaigns simultaneously?

By surrounding myself with brilliant people.

How do you see AI and automation affecting the creative process over the next five years? threat, tool, or both?

It’s a tool. By definition AI can never come up with anything truly new. It replicates.

It can bring ideas to life quickly to help people imagine them, it can expand campaigns. When we created Daisy the AI Granny for O2. She wasted scammers time far better than if we’d built a 24-hour call centre. Our world will always be the ideas.

VCCP has created iconic campaigns like the Cadbury Generosity campaign and O2’s “Be More Dog.” What’s the secret to creating work that resonates so deeply?

Being endlessly fascinated by humanity.

How do you measure the success of a campaign beyond awards and client satisfaction?

The success of a campaign can only be measured by changes in sales, brand sentiment and behaviour change.

Have you changed consumers’ minds? Have you got into culture?

I love Client Satisfaction and awards, but they are the bi-products of doing that.

How is VCCP preparing for the future, whether in tech, talent, or creative approaches?

The tech and the skills talent need feel like they’re changing all the time. The creative approach shouldn’t really. Creating ideas which get into culture to solve problems.