By 
Can creative agencies regain their influence in the media landscape? Following Mother’s launch of Media by Mother in the UK after achieving success in the US, and MSQ’s establishment of Walk-In Media, VCCP has significantly enhanced its media capabilities by recruiting two senior executives from Interpublic’s Initiative.
James Shoreland and Will Parrish have joined VCCP Media as CEO and CSO, respectively, transitioning from their former roles at Initiative.
VCCP Partnership CEO commented, “One of the key challenges in media is the separation of creative and media strategies. James and Will share our vision that the best outcomes arise from integrating creative and media, so we’re delighted to have them join the VCCP team.”
As the largest creative agency in the UK by billings, VCCP offers Shoreland and Parrish a substantial platform to operate from. The division between media and creative agencies began in the 1970s, although most have since been reacquired by major advertising holding companies. Despite this, the two disciplines often struggle to collaborate effectively, as they frequently pursue different objectives. Media operations within holding companies like EssenceMediaCom at WPP, Publicis Media, and Omnicom’s OMG now generate the majority of these companies’ revenue and profits.