Creative
News
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Unstoppable Challenger VCCP Is ADWEEK's 2025 International Agency of the Year
Unstoppable Challenger VCCP Is ADWEEK's 2025 International Agency of the Year. The indie network is mastering its own blend of creativity, AI and agility.
Adweek, 12/09/2025
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Primark Takes Its Boldest Shot Yet at Winning Over American Shoppers
On the heels of a splashy Manhattan opening, Primark launches first global campaign with a focus on winning over U.S. consumers.
Adweek, 05/26/2026
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White Claw and Please Don't Destroy Serve Up Holiday Roast, Igniting Record Engagement.
Buzzfeed, 04/28/2026
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5 Minutes with… Matt MacDonald | LBBOnline
Little Black Book, VCCP US’ chief creative officer, Matt MacDonald, sits down with LBB’s Tará McKerr to discuss balancing creativity with business growth, why independence still matters, and the kinds of ideas that genuinely move people
LBB Online, 05/15/2026
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White Claw’s Insight-Powered Ad Celebrates Real Connection | System1 Group | White Claw
Our Ad Of The Week US comes from White Claw and VCCP. The hard seltzer brand has teamed up with Teddy Swims for a commercial about social connection that comes backed with its own insight report. This isn’t some dry piece of work, though, it’s a joyful ad that brings social connection to life. Find out more in our Test Your Ad report and write-up.
System1 Group, 05/28/2026
About
We’re VCCP, the challenger agency built for challenger brands.
For more than two decades, we’ve helped ambitious brands face down their “bears,” the barriers to discontinuous growth. We believe it only works if it all works, and through our fully integrated creative model, we create ideas that don’t just capture attention; they drive results.
Proudly independent by design and by nature, with offices across North America, Europe and Asia, we work with brands around the world to challenge convention and unlock growth. Our clients are the world’s most recognizable challenger brands, including Spectrum, Google, White Claw, Mike's Hard Lemonade, Invesco, Cadbury, Virgin Media O2, Barclays and more.
People
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Robert Wills
Chief Marketing Officer
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Jonny Shaw
Chief Strategy Officer
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Brett Edgar
CEO
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Matt MacDonald
Chief Creative Officer