Excited to have joined VCCP Media as Addressable Director, helping to shape our programmatic…

Excited to have joined VCCP Media as Addressable Director, helping to shape our programmatic future and push the boundaries of what the channel can, and should, deliver.

I’m stepping into a team doing some brilliant work challenging media norms, and I’m buzzing to be working alongside some truly exceptional people (including a few familiar faces).

This move feels super compelling to me for two key reasons:

1. Creative + Media = Better Together

Since joining the industry as an apprentice, I've never understood the disconnect between the media and creative. To make advertising truly great, both need to work hand-in-hand. At VCCP, with everything under one roof, there’s a real opportunity to create advertising that is truly joined-up and highly effective.

2. Programmatic Needs a Rethink

The programmatic landscape cannot carry on its current path of a race to the bottom. We need a new value exchange, one where publishers, consumers, and advertisers are all better off. Programmatic has the power to drive real effectiveness, especially as more & more channels become addressable. But only if we stop chasing the wrong definitions of success. That’s the future I want to help shape.

Looking forward to getting properly stuck in and to what the future holds.