VCCP expands retail media with new division
The agency said the enhanced proposition will bring its Retail and Experience team closer to VCCP Media
VCCP has expanded its retail and commerce capabilities with the launch of a dedicated Retail Media division and the appointment of Steve Rogers as Executive Creative Director of Retail & Experience.
The move marks the next stage in the evolution of VCCP's Retail and Experience team, which has grown over the past five years from a specialist unit into a broader commerce and activation offering serving clients across multiple international markets.
Retail and commerce capabilities expand
The agency said the enhanced proposition will bring its Retail and Experience team closer to VCCP Media, combining specialist retail expertise with proprietary technology designed to deliver more targeted creative across commerce and in-store channels.
The system uses live and owned data to improve audience targeting and creative relevance. De’Longhi Group is the first client to adopt the new offering.
Led by Steph Thomas, Head of Retail and Experience, the 36-person team focuses on connecting brand activity with purchase decisions through integrated commerce and activation strategies.
Closer integration with media operations
According to VCCP, the expanded division is designed to help brands create more effective retail communications by combining media, data and creative expertise within a unified structure.
Andrew Peake, CEO, VCCP in London: “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’.”
Steve Rogers joins leadership team
The agency has also appointed Steve Rogers as Executive Creative Director of Retail & Experience. In the role, he will support the development of creative commerce, brand experience and activation capabilities across the business.
Steve Rogers brings more than 25 years of experience across retail, shopper marketing, branded content, social media, e-commerce, out-of-home advertising and television. His career has included work for brands such as Adidas, Disney, Brown-Forman, Vodafone, Diageo, PMI and L’Oréal.
Prior to joining VCCP, Steve Rogers served as Chief Creative Officer at Haygarth, where he helped lead the agency's creative development and award-winning work.
Focus on data-driven commerce creativity
Steph Thomas, Head of Retail and Experience, VCCP: “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.”
Steve Rogers: “I’m thrilled to join an iconic agency that uses storytelling to drive both brand impact and sales conversion. What makes VCCP truly unique is their 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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