Explore VCCP UK’s impactful presence at the Shanghai International Advertising Festival 2024, celebrating six years of successful UK-China marketing partnerships.

Celebrating Six Years of UK-China Advertising Partnership

VCCP UK made a remarkable impression at the Shanghai International Advertising Festival (SHIAF) 2024, marking their sixth year of collaboration in the UK-China advertising partnership. This prestigious event served as a platform for knowledge exchange and networking, significantly strengthening ties between the UK and Chinese markets in partnership with the Department for Business and Trade (DBT).

Leadership and Strategic Collaborations

Julian Douglas, VCCP Global CEO and UKAEG Chair, alongside Global Business Director Kan Ng, played pivotal roles during the festival. They collaborated with the UK Advertising Export Group (UKAEG) and DBT, engaging with industry experts and business leaders from over 20 countries. Their dynamic presence underscored VCCP UK’s commitment to fostering international collaboration and innovation.

Induction into SHIAF Global Advisory Group

Dougie, a key figure at VCCP, was officially inducted into the SHIAF Global Advisory Group for the 2024-2027 term. This esteemed position highlights Dougie’s significant influence in the global advertising landscape and his dedication to enhancing UK-China creative partnerships.

Establishing the Digital Advertising City Lounge

In a strategic move to deepen UK-China relations, Dougie signed a Memorandum of Understanding (MOU) establishing an official UKAEG presence in China. This partnership with Sino-ADI will launch the “Digital Advertising City Lounge” in Hongshoufang, aiming to bolster UK-China creative collaboration. The initiative will provide UK agencies and companies with the support needed to expand their footprint in the Chinese market, backed by UK Advertising.

Presenting the Challenger Series: Cracking the Memory Code

VCCP UK’s representatives presented the Challenger Series report, ‘Cracking the Memory Code’, offering valuable insights on leveraging memory structures to build enduring consumer connections. They introduced the CHESS principle, a strategic framework designed to enhance long-term memory retention in advertising:

• Characters: Create memorable brand characters.
• Humour: Inject joy and adapt humor to cultural contexts.
• Emotion: Foster emotional connections and resonance.
• Sonic Devices: Utilize recognizable melodies or sounds that evoke emotional responses.
• Surprise: Incorporate unexpected twists and turns.

This principle emphasizes the importance of understanding local cultures and customs to ensure advertising effectiveness and memorability.

A Stellar Achievement: Nine Awards at SHIAF

VCCP UK celebrated an impressive haul of nine awards at SHIAF 2024, including three Golds. These accolades underscore the exceptional creativity and dedication of VCCP teams and their clients, pushing the boundaries of global advertising. Notable wins include:

• Gold:
• Scenario Marketing & Rock FM – “Speedy Rock”
• Key Opinion Leader Walkers – “No Walkers, No Game”

• Game Marketing Diablo IV – “Nightmare Fuel”

• Silver:

• VCCP US – White Claw x Sundance

• Cadbury – Mini Eggs “Easter’s Biggest Egg” and “Birthday”

• Bronze:

• Virgin Media O2 – “Goat Glider”
• Tango – “Bust” & “Warden”
• Müller UK and Ireland – “Magic Eye”

These awards reflect VCCP UK’s excellence in diverse advertising domains, from short video production to outdoor advertising.

Looking Ahead

VCCP UK’s success at SHIAF 2024 not only highlights their outstanding achievements but also reinforces the strength and potential of the UK-China advertising partnership. As VCCP continues to lead and innovate, the future looks promising for fostering deeper connections and groundbreaking campaigns between the UK and Chinese markets.

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