VCCP Group has unveiled its global content creation studio named Girl&Bear which will deliver content creation, global production services and a bespoke technology solution. Spanning the full range of content production, the studio’s capabilities will include film, audio, design, print, photographic and digital production and brings together 250 makers with VCCP’s expertise and focus on craft.
Led by MD Claire Young (pictured centre), executive head of product Anthony Austin (pictured right), and global head of operations Dan Montalbano (pictured left), the new production studio will service VCCP’s global network across eight markets including London, where it is headquartered, Singapore, Shanghai, Madrid, Prague, San Francisco, New York, and Sydney. The leadership team will report into VCCP London's CEO Andrew Peake and group chief creative officer Darren Bailes.
Young has over 20 years of production experience working at creative agencies including Mother, exposure, JWT, and has led production for VCCP London for the last six years. Montalbano has led global operations for the VCCP Group for the last two years and brings both client-side and London agency experience from brands including National Geographic, Barclays and agencies Razorfish and AKQA. The team is joined by new hire Austin, who brings a wealth of experience in building production studios within creative agencies, firstly at Mother London, before going on to found Black Sheep Studios at BBH, where he subsequently took the BBH London ECD role.
Girl&Bear launches with a large portfolio of clients including Domino’s, O2 and White Claw. Recent campaigns include Domin-oh-hoo-hoo for Domino’s and The O2 in Fortnite Creative for O2.
Young said that as the challenger content studio, it also wanted to address other areas of production it felt weren’t working, and change them for the better. "Our ambition is to put our people and the planet right at the heart of our business, and we’ve created what we call our ‘Be Nice’ policy which outlines our guiding principles. We’re committed to sustainable practices in all that we do and we’re excited to be working with Greenshoot and AdGreen to ensure all production is made in the most sustainable way possible," she added.
The new production studio aims to deliver craft without compromise using its proprietary software, "The Pathway", which will enable technology and a human approach to work seamlessly together, enabling content creation, adaptation as well as the creation of more personalised data using content.
According to the agency, the system is designed to guide clients through the increasingly complicated world of multi-format, multi-language and dynamic creative production and enable the delivery of crafted work at scale and pace, across all channels. Bringing cutting-edge technology and automation into the production process in the right way, at the right moments will ensure Girl & Bear’s makers around the world can work more efficiently as well as give clients a seamless delivery experience.
Founding partner and group CEO at VCCP, Adrian Coleman, said content creation and production is something it has always offered to its clients and as the making arm of VCCP, Girl&Bear now elevates the agency's production offering globally, bringing further cohesion to the group, and a challenger proposition to other networks.
"All brought to the market by an extremely talented leadership team who all bring different skills to the table, working towards one common goal to bring fresh thinking and new ideas to how we make," Coleman added.
Meanwhile, Young said "how" the agency makes this is just as important as "what" it makes for clients. "I’ve always wanted to reimagine production and creating Girl&Bear has enabled us to supercharge our making offering and evolve the industry model. We know that creativity is a business multiplier and we believe that great production doesn't need to be a choice between pace, scale and craft," she explained.
Austin added that VCCP has always produced beautifully crafted work. With Girl&Bear, it will build on this legacy, while bringing a fresh approach to production through new ways of making, new technologies, new formats and always seeking out the best and most exciting talent.
"Girl&Bear empowers our makers to have a louder voice within the advertising ecosystem. They are an energetic, highly-skilled and passionate bunch, and I’m excited to be joining the team," he said.
Girl&Bear are also working with VCCP Group towards achieving B-Corp status. Committed to uncovering, supporting and attracting new and diverse talent both in front of and behind the lens, Girl&Bear are working with partners Free The Bid, BRiM, Justrunners, Brixton Finishing School and SCA to help create a diverse and inclusive workforce.