Creative agency VCCP London has bolstered its Retail Experience (RX) offering with the appointment of Darren Groucutt as creative director.
Joining at a key stage in the service’s development, Groucutt will be responsible for leading RX’s creative output, working with a range of major clients including Canon, Cadbury and Wickes.
Before joining VCCP, Groucutt had worked at The Marketing Store as creative director of brand experience, collaborating with leading international brands such as McDonald’s and Adidas.
“It’s an exciting time at VCCP, and I’m thrilled to join the Retail Experience team at the UK’s best-integrated agency and to leverage its creative excellence and heritage alongside an impressive ever-growing roster of clients,” Groucutt said.
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“It’s amazing to have the opportunity to disrupt within all categories to help brands adapt and flourish in this ever-changing consumer landscape.”
Reporting into Rob Sellers, VCCP’s head of retail and executive creative directors Johnny Parker and Chris Birch, Groucutt will begin his new role effective immediately.
Sellers added: “We are incredibly excited to have Darren joining VCCP. The changing retail landscape needs new shapes of creative solutions, and we looked long and hard to find the right creative leader for our retooled Retail Experience capability.
“Darren’s experience and skills are unique, and we know he can help our clients challenge ‘old’ retail – smashing the gap between brand and buying. On top of that, he’s a really great human and we’re all looking forward to feeding off his humour and energy.”
