A "new wave" of younger clients are coming in and demanding digital, says VCCP creative director after scooping IAB Creative Showcase Grand Prix

The seven campaigns to be honoured in the IAB Creative Showcase included Total Jobs’ Job Academy, Gatwick Express’ Express Tracks, Compare the Market’s Meerkat Tales, Coors Cold Caller for Coors Light and three separate initiatives for O2.

Clients like O2 who have a passion for digital are integral to the agency’s success, according to Capp, who told The Drum that a "new wave" of younger clients are now coming in and demanding digital.

"This is brilliant and really helping the turnaround. It’s crazy how knowledgeable some clients are, it’s great because a good working relationship is like any marriage and you need to be able to have that creative collaboration.

“You can talk the talk as much as you like but if you haven’t got a client that is up for it [digital] and understands the value of what you’re doing then you’re talking to a brick wall,” he added.

Capp revealed to The Drum that O2’s 'Be More Dog' – which cinched third place in August’s showcase’ was a favourite as “we did that project real justice in terms of the end-to-end storytelling”.

Be More Dog from O2 placed third in August's Creative Showcase.Additionally O2’s ‘Go Think Big’ initiative with Rizzle Kicks, ranked second in September, was another favourite as the agency managed to “demonstrate the proposition”. “We could have just run loads of ads which said if you’re looking for work experience then go to Go Think Big, but we created something that people could experience first-hand and gave them real-life examples they could use on their CV,” he said.

“VCCP has always been good at creating big ideas that got people talking; we’re just a lot better now at using technology and channels to weave a deeper and richer storytelling experience across those big ideas,” said Capp. Looking ahead to 2014 Capp said the agency plans to keep “going down the path we’re going” and will continue to remove silos from its way of thinking, “the idea needs to come first and then we’ll be open to whatever channels it plays out in”. Of the win he added: “We’re chuffed to bits, it’s really great to get some proper heavy duty recognition of our digital credentials, it will help us attract the kind of talent we want to get on board with VCCP.”A full list of Creative Showcase winners can be found on the IAB Creative Showcase site.