A new report from global integrated creative agency VCCP, in partnership with the Data and Marketing Association UK (DMA), reveals that loyalty and CRM programmes – when integrated with broader brand communications – can deliver substantial business value across both short- and long-term horizons. Titled The Long & Short of Loyalty, the report analyses over 1,700 campaigns from the DMA Effectiveness Databank. Compared to average campaigns, brands with integrated loyalty strategies are: 8x more likely to drive long-term customer retention; 80% more likely to acquire new customers; 50% more likely to deliver revenue uplift; 3.5x more likely to increase average order value. Despite this, many brands still treat loyalty as a siloed function – often managed separately from brand communications. This disconnect, the study finds, can undermine loyalty effectiveness and damage the customer experience. Produced in collaboration with customer experience specialists TAP CXM, Bernadette and behavioural science experts Cowry Consulting, the report combines quantitative analysis with behavioural insight to reveal why loyalty works in this way.
In other VCCP news, Müller FRijj launches its latest integrated campaign, developed by the agency. he integrated campaign ‘Just feel the Urjj’ aims to shake up the ready-to-drink milkshake category with a healthy hit of chaotic fun. The 20” film disrupts typical content formats by spoofing self-serious influencer culture – finance bros, gym gods and alpha motivators – before exploding into absurdity with a chaotic rush of “Urjj energy” as the Müller FRijj bottle takes over. VCCP’s own CD George Wait directed the campaign, while VCCP’s global content creation studio Girl&Bear brought the campaign to life by leading production across design, post-production and audio, while Bernadette, VCCP’s digital experience agency, managed the animated DOOH and social assets. EssenceMediacom handled media planning and buying across platforms including TikTok, Meta, YouTube, roadside and transport OOH.
The All England Lawn Tennis Club unveiled its annual trailer ahead of The Championships, Wimbledon, which will be staged from 30 June to 13 July 2025. Created in partnership with VCCP, the film is the first campaign from the new global brand platform ‘There is only one Wimbledon’. Running from 9 June and throughout The Championships, ‘There is only one Wimbledon’ will roll out across global markets and broadcast channels including the BBC (UK), ESPN (North America and LATAM), Eurosport (Europe), and many more. Alongside the hero film, the campaign will include OOH, social content and PR activations tailored and localised to individual markets. The campaign was brought to life with VCCP’s global content studio Girl&Bear, who worked with director Folkert Verdoorn and production company Magna Studios. Post-production was led by Black Kite Studio.
In addition, ‘Created Different’ is a new pan-European campaign by VCCP, aimed at re-establishing Canon as the go-to brand for a new generation of hybrid image-makers, this time connecting with high-profile creators. The entire campaign was produced, and delivered exclusively by Girl&Bear, VCCP’s global content creation studio. l
McCann’s latest campaign for Brittany Ferries – ‘Wake’ – developed by McCann Bristol, positions Brittany Ferries as more than just a mode of transport – establishing it as a distinctive holiday provider in its own right. In this elegant print campaign, McCann’s deliberate use of longer copy invites readers to uncover hidden gems within the advert, mirroring the discoveries awaiting explorers on a Brittany Ferries Holiday. Launching in The Guardian and The Observer, the campaign features multiple destinations and will run throughout the summer.
Mediterranean and Middle Eastern ingredient specialist Belazu has launched a geo-targeted out-of-home (OOH) campaign designed to intercept food lovers as they shop, dine and explore this summer. Running from 9 June across key foodie hotspots in and around London, the campaign uses contextualised messaging and hyper-local planning to engage audiences at the heart of their culinary journeys — from local retail partners and restaurants to major events such as Taste of London. Planned and booked by Bountiful Cow, with creative by Wonderhood Studios, the campaign sees Belazu take over handpicked sites near culinary hotspots Borough Market, Shoreditch and Upper Street, as well as retail locations such as Waitrose and Tesco. The activity is further supported by Amazon Prime, using their first-party data to reach the experimental chef audience, alongside a nationwide D6 screen campaign to drive in-store sales.
Full-service communications agency krow Group has launched its latest digital OOH and in store campaign with Ormo Heroes Day to celebrate heroes this Father’s Day. The campaign aims to encourage shoppers to make breakfast in bed on Father’s Day for their dads to say thanks for all that our heroes do for us. Targeting shoppers planning for Father’s Day, the campaign goes live across Adshel Live, on prominent Tesco websites and newly established Tesco Digital POS and in store from the 12th to 14th of June.
Global marketing effectiveness and foresight consultancy Gain Theory has released a new report ‘Measure, Thrive, Optimize: How to Demonstrate Advertising’s Value and Boost Growth’ revealing that advertising delivers 2.9x return on investment, with companies investing 3% of revenue on advertising generating 8.7% contribution to total sales. The comprehensive analysis of 75 company-market combinations demonstrates the significant impact advertising has on business growth. The research, based on Gain Theory’s extensive global client database spanning a wide range of sectors, reveals two critical pathways to advertising growth: spending more wisely and spending more. The analysis shows that companies achieving the strongest results combine both approaches, with optimisation improvements (0.4%) slightly outpacing increased investment (0.3%) in driving contribution growth.
Impression, a UK-based performance marketing agency, has announced 13 new major client wins, reinforcing industry forecasts of increased brand performance marketing spend this year. Impression’s new clients include Stella McCartney, Oliver Bonas, Bravissimo, Castore, Semrush and Edgewell. Impression’s expanding client list marks the latest stage of the agency’s growth, following a 27% increase in turnover during the last financial year. Impression has also grown its presence in the North of England with the launch of a new office in Manchester and won over a dozen industry awards in recent months. Other recent client wins for Impression include the Scottish Wildlife Trust, Get Laid Beds, Dino Decking, Tweezerman, furniture brand Arlo & Jacob, music technology company ROLI and financial advice service MoneyPlus.
Criteo has announced plans for an expanded global partnership with dentsu, a global marketing and advertising agency network, that will create more effective commerce and performance media campaigns for dentsu’s clients. The partnership marks the first time that Criteo’s complete Commerce Media Platform stack will be harnessed by a top holding company. By partnering with Criteo, dentsu’s portfolio of brands and retailers will be armed with the necessary AI-enhanced audiences, buying tools, consultancy services and measurement capabilities to drive superior commerce outcomes. Criteo’s retailer and publisher partners will also gain access to additional spending from brands that want to reach consumers on their owned and operated properties.
