Virgin Media O2’s marketing director Simon Valcarcel and Charles Vallance, founder of VCCP, Marketing Week’s Agency of the Year, discuss the importance of honesty and consistency during their 23-year partnership.

Just over 23 years ago, VCCP launched its first campaign for O2, the mobile network created following its demerger from BT. VCCP started working with the company in its first year of business, making the telco a founding partner of the agency.

The partnership began when the brand approached Charles Vallance, founder and chairman of VCCP, about pitching for the business because of the team’s work launching mobile network Orange in the UK.

“Orange was seen as a defining moment in launch terms, in the category and the wider category,” Vallance says. “O2 had similar ambitions to not launch into the category, but almost redefine the category.”

A lot has happened since then, not least the merger with Virgin Media to create the Virgin Media O2 business in 2021. But over two decades later, the partnership with VCCP is still going strong.

Speaking on Marketing Week’s This Much I Learned podcast, Vallance and VMO2’s marketing director Simon Valcarcel tell host and Marketing Week editor-in-chief Russell Parsons about the qualities needed to maintain a long-lasting relationship.

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Source : https://www.marketingweek.com/vmo2-vccp-long-relationship/