VCCP Welcomes Rob Sellers as Head of Retail

VCCP London has recruited Rob Sellers as their new head of retail as the agency moves to invest further in their Retail capabilities. In Rob’s role, he will take on the leadership for the comprehensive retail creative unit that has become an intrinsic part of VCCP in London and its global network. Rob will report into VCCP CEO, Andrew Peake, and work alongside VCCP London chief operating officer, Peter Grenfell and managing director, Hannah Fitz-Gerald to shape the future of the business and the integrated proposition for the retail offering. 

Rob was most recently at Engine, where he was tasked with establishing the new proposition known as Growth Studio. Previous to that Rob spent eight years at Grey London, where for five years he was the managing director of Grey’s activation agency, latterly called GreyBASE. Before leaving Grey in 2020, Rob was their London chief growth officer leading all aspects of new business and client growth. Rob also helped to establish Grey’s global process of connecting Shopper, Retail and Commerce talent across the network, launched last year as Grey Commerce Collective.

Rob has held a number of leadership roles across multiple major UK and International client mandates, notably FMCG powerhouses P&G, Nestle and General Mills and has helped to drive end-to-end retail integration across clients including Volvo and Helly Hansen for Grey. Sellers is celebrated for his insights on the changing retail landscape, shifting shopper behaviour and the challenges facing brands adapting to these disruptions. 

Andrew Peake, VCCP CEO at VCCP London said: “We are thrilled to welcome Rob to VCCP London. He is an immense talent and brings with him a huge wealth of expertise, skill and experience as well as a proven track record in delivering growth for clients. As it continues to be a hugely transformative time for brands, I can't think of a better person for the job to further enhance and grow our retail capabilities.”

Rob Sellers, head of retail at VCCP London added: “Those of us who acutely understand how people buy and engage with brands realise this is an incredibly exciting moment to make the most of seismic disruption in almost every category. And there isn’t a better place to make that real than at the heart of the UK’s best integrated agency with a massive bench of talent. It’s time for almost every brand to recalibrate how they go to market, and rebel against rules that no longer apply.”

With long standing expertise in retail design, shopper, digital ecommerce and activation disciplines, the independent challenger network works with clients including Mondelez, Canon and O2 delivering integrated and retail-first projects. 

Talking about the ambition to turbo-charge the retail offering, Rob says that ‘It is fundamental that brands continue to be at the forefront of integration and the anchor point for almost every brilliant marketing campaign needs to be the moment it drives the intended shift in behaviour, which for many is ultimately purchase. So if creativity is going to deliver business success, it needs to work hardest at that specific moment. The exciting thing is, that moment is moving, multiplying and evolving depending on categories and audiences. So it’s time to double-down on defining where and when that happens and the ideas that work best when they need to.”

Rob starts at VCCP London immediately.