VCCP London has expanded its dedicated creator team and onsite facilities as its steps up its drive to tap into the booming creator economy, which now encompasses more than 50 million people around the world.
The team, which will work across all clients to deliver social responses and develop agile content, is headed by two social creative directors, David Feldman and recent hire Milan Desai, formerly of TikTok and Expedia.
Lucy Cooper and Becky Harrison are taking on new roles as VCCP creators and will be joined by Matt Nicholas, a previous UK Young Cannes Lions winner, who joins the agency as a senior creator. The team will now consists of ten in-house creators with access to a network of 5 million external creators. VCCP has also set up a Creator Studio, as a dedicated space for agile content creation.
The move forms part of VCCP London’s ongoing evolution of its approach to social media, and will offer “always-on” social as well as integrated social campaigns such as its recent work for O2 and Love Island. The activity saw O2 go behind the scenes at Casa Amor with exclusive updates and content from the Islanders nightly during the show’s run.
VCCP London head of social and innovation Alex Dalman said: “We want to create authentic engagement between brands and their audiences and to ensure that they remain part of the conversation around key cultural moments.
“To do this we’re building our team of specialists who can develop high quality content natively on a quick turnaround, to create those genuine interactions, rather than shoehorning brands into spaces without adding anything of value.
“This is a real opportunity for our clients to access this expertise and to push the boundaries of what has traditionally been done with brand engagement.”
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