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VCCP adds Steve Rogers as ECD
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VCCP positions itself for next phase of commerce growth. The expansion sees Rogers join as ECD of VCCP’s Retail and Experience team, with global appliance leader De’Longhi Group signed as inaugural client for the new offering.
Integrated global challenger network, VCCP, announces an evolved era for its retail and commerce capabilities, launching a dedicated Retail Media division and appointing industry heavyweight Steve Rogers as Executive Creative Director of Retail & Experience.
Over the past five years, VCCP’s Retail and Experience team has rapidly scaled, growing from a specialist, pure-play unit into a unified commerce and activation powerhouse. The team has aggressively expanded its territory, from winning flagship retail accounts for premium brands, to driving multi-market strategic assignments across markets including Europe and America, for top-tier FMCG clients.
The team’s evolved proposition brings them closer to VCCP Media, utilising proprietary tech to better target audiences with more relevant creative across commerce and in-store touchpoints. The commerce system, alongside newly appointed specialist skills, utilises live and owned data, with De’Longhi Group being the first client to take up the offering.
Led by Steph Thomas, 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.
Andrew Peake, CEO of VCCP in London, 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’.
This growth is further supercharged by the appointment of Rogers. Rogers joins VCCP as Executive Creative Director of Retail and Experience, converting insights into impact, by bolstering creative commerce, as well as brand experience and activation capabilities. Having been an official judge for the Creative Commerce category at Cannes Lions in recent years, Rogers brings a modern view to impact and effectiveness across these channels.
Rogers brings over 25 years’ experience as an award-winning creative leader and integrated thinker, spanning Brand Experience, Retail and Shopper, Branded Content, Social, E-commerce, Press, OOH and TV. His work focuses on the intersection of brand building and conversion and he’s worked with household brands including Adidas, Disney, Brown Forman, Vodafone, Diageo, PMI and L’Oréal.
Rogers joins from Haygarth, where he was Chief Creative Officer and helped shape the agency into one of the most respected and awarded in its field. His focus on fostering a culture of creativity, innovation and results helped the agency secure over 200 awards and multiple industry accolades across Campaign, Marketing Week, Effies and Cannes Lions.
Thomas added: “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.”
Talking about his appointment, Rogers said: “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.”
