“The Key - Quick Conversations on Creativity” Steph Brimacombe (Chief Exec EMEA VCCP)

❓What is "The Key 🔑" to Great Creativity ❓

❝ Our desire to populate culture... through creating distinctive brand assets ❞

Stephanie Brimacombe, Chief Exec EMEA & Global Growth Lead, VCCP

☀️ Now that it is getting colder here in the UK, it felt like the right moment to warm things up with a little sunshine from back in Cannes Lions International Festival of Creativity, where I caught up with Stephanie Brimacombe on the VCCP terrace overlooking the Croisette 🌴 for a “Quick Conversation 🎤”.

👉 So… what is "The Key 🔑" to great creativity?

Here is what Steph shared:

1️⃣ Populate culture, do not just participate in it.

"Great creativity earns its place in culture by building distinctive brand assets people recognise instantly."

2️⃣ Integration is the engine.

"For VCCP, the magic happens when strategy, creative, media and technology work together from the very start and not in silos. Integration fuels creativity at scale."

3️⃣ Start with the brand issue, not the channel.

"Before deciding where work should live, step back and ask:

What is the core brand problem? What will truly resonate?"

4️⃣ Examples speak loudest:

Daisy vs. Scammers (O2 (Telefónica UK)): a brilliant use of AI and character IP.

Cadbury UK “Made to Share”: creativity with heart and generosity at its core.

🔥 And now that Cannes is wrapped… the results speak for themselves.

At Cannes Lions 2025, VCCP won 7 awards, including:

🏆 Gold Lion for Daisy vs. Scammers (O2 (Telefónica UK))

🥈 3 x Silver Lions

🥉 2 x Bronze Lions, including wins for Cadbury UK – Made to Share

Proof that creativity grounded in insight, craft and integration works.

🙏 Thank you Stephanie Brimacombe Brimacombe — for the conversation, the candour, and an inspiring look at what makes VCCP’s creative engine run.