VCCP Brings in Haygarth’s Rogers for Retail Media Unit

Why It Matters

The hire signals VCCP’s push to integrate creative and data, positioning the agency to capture higher‑margin retail media spend as brands demand measurable, conversion‑focused campaigns. It also gives VCCP a competitive edge in a market where shopper‑centric media is rapidly expanding.

Key Takeaways

• Steve Rogers joins VCCP as executive creative director for retail
• VCCP Retail leverages proprietary tech to target shoppers with data
• De’Longhi Group first client to use new commerce system
• Team now 36 specialists serving brands like Cadbury and PepsiCo
• Offering aims to turn brand affinity into purchase actions

Pulse Analysis

Retail media has become a cornerstone of modern advertising, with brands allocating ever‑larger portions of their budgets to reach shoppers at the point of purchase. VCCP’s evolution from a niche shopper‑marketing unit into a full‑fledged retail experience agency mirrors this industry shift. By hiring Steve Rogers, a veteran known for blending brand storytelling with conversion tactics, VCCP signals its intent to compete with global players that already dominate the retail media space.

The agency’s new proprietary commerce platform leverages live and owned data to serve hyper‑relevant creative across both online and in‑store touchpoints. This data‑first approach enables clients like De’Longhi Group to launch campaigns that are instantly optimized for inventory, pricing and shopper intent, driving measurable lift in sales. Existing relationships with FMCG giants such as Cadbury, PepsiCo and General Mills provide a ready pipeline for testing and scaling these capabilities across multiple markets, including Europe and the United States.

Integrating creative leadership with technology creates a full‑funnel solution that many advertisers lack. Rogers’ experience across OOH, TV, social and ecommerce equips VCCP to craft narratives that not only build brand equity but also translate directly into purchase actions. As retail media spend is projected to exceed $100 billion globally this decade, agencies that can marry data, media buying and creative execution are poised to capture the most lucrative contracts, reshaping the competitive landscape of agency services.