Spectrum selects VCCP to manage creative

Cable and internet provider Charter Communications, which operates as Spectrum, has chosen VCCP and Horizon Media as its new lead creative agency and its media agency of record, respectively. Spectrum, which confirmed the changes, is said to have formerly worked with multiple shops on both media and creative. On the media side, the company worked with Dentsu’s iProspect for search, as well as PMG. Dentsu, WPP’s GroupM and PMG pitched in the media review, which Ad Age first reported in October. Dentsu, GroupM and Horizon declined to comment. PMG could not be reached for comment at deadline. Along with VCCP, WPP’s VML, Havas’ Arnold and Stagwell also competed for the creative business, according to multiple people familiar with the matter. None of those agencies could be reached for comment at deadline. Agency Review Tracker Stay up to date with the latest account reviews Click here Spectrum’s more recent campaigns came from indie agency Something Different, which was behind a series of spots designed to unveil Spectrum’s new brand platform, “Life Unlimited." The push emphasizes how the company’s network, products and services create opportunities that, according to the brand, can help customers “live their best lives.” Something Different could not immediately be reached for comment. ID Comms, which managed the review, declined to comment. Spectrum’s U.S. measured media spending totaled $419 million in 2024, per MediaRadar, up from $402 million in 2023. In August, Spectrum named Simon Cassels as its chief creative officer. Cassels, who was previously chief brand officer at GoodRx, has also worked at Apple’s dedicated creative agency, TBWA\Media Arts Lab, where he helped create the “Shot on iPhone” campaign. Headquartered in London, VCCP has been making moves to grow its presence in the U.S. In 2024, the agency hired former BBDO executive Matt MacDonald as its U.S. CCO. Spectrum is likely to become the agency’s largest U.S. client. Its notable U.S. clients include companies such as Mark Anthony Brands, which owns White Claw, Mike’s Hard Lemonade and other alcoholic beverage brands. Last year, VCCP also picked up business with Mark Anthony Brands-owned Cayman Jack and Más+ by Messi. Other recent wins include Primark, Tate’s Bake Shop, Staples and digital infrastructure company Equinix.

Spectrum selects VCCP to manage creative

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