Matt MacDonald Joins VCCP US as Chief Creative Officer: A New Era Begins

Matt MacDonald Takes on a New Challenge at VCCP US

Matt MacDonald has officially announced his new role as Chief Creative Officer at VCCP US. Previously, he served as the chief creative officer at BBDO New York, where he spent a decade leading the AT&T business. His departure from BBDO marks a significant transition as he steps into a position that was left vacant by Jed Grossman in October.

In his new role, MacDonald will be part of VCCP’s leadership team, which includes CEO Brett Edgar and Chief Strategy Officer Jonny Shaw. Expressing his enthusiasm, MacDonald stated, “I’m a person who has always excelled when I’m working in a really tight team. Right away, I felt like the chemistry was fantastic amongst us. That’s what immediately attracted me to VCCP and the opportunity here.”

VCCP's Growth and Ambitions

Founded in London in 2002, VCCP has expanded internationally, with offices in Madrid, Prague, Shanghai, and more. The agency launched its U.S. outpost in 2016, consistently growing its revenue by double digits over the past five years. This year alone, it has added 10 brands to its portfolio, including Primark, Más+ by Messi, and Mike’s Hard Lemonade.

MacDonald sees this opportunity as a chance to build out the creative department further, stating, “One of the best, most rewarding times I’ve ever had in my career was opening up BBDO LA after we won the AT&T business. So, for me, getting back into building mode was an opportunity.”

A Challenger Mindset

MacDonald aims to attract creative talent that embodies VCCP’s “challenger mindset.” He believes creating work that resonates culturally is crucial for making brands stand out. “That’s really how you get challenger brands to be noticed,” he explained, emphasizing the importance of engaging the audience.

Brett Edgar noted that bringing in a creative leader like MacDonald is essential for elevating VCCP’s creative offerings to match its strategic capabilities. “I think we have probably the best strategic offering I’ve ever seen within a U.S. agency team, and matching it with that creative powerhouse is the piece that’s been missing,” she stated.

Future Aspirations

As VCCP continues to scale in the U.S., the agency plans to diversify its client roster, seeking to transition from challenger brands like White Claw and Tate’s Bake Shop to larger brands facing significant challenges. MacDonald asserted, “Every brand has major challenges, and that’s what we excel at: solving business problems.”

With the backing of VCCP’s global network, the agency aims to carve out a distinctive identity in the U.S. market. Edgar highlighted the agency’s autonomy, saying, “It doesn’t feel like there’s this holding company overlord. We tap their resources and work with their teams, and they let us show up the way that it makes sense for us here.”

The creative leader spent 10 years at the network, where he ran the global AT&T business.