Vallance Carruthers Coleman Priest (VCCP) has set up a new division concentrating on search engine marketing in an effort to tap into the fastest-growing sector of online marketing.
VCCP Search is led by Paul Mead and will work across VCCP’s client list, as well as for other divisions within the Chime Group. It will provide both natural search engine optimisation and pay-per-click marketing.
The move is the latest development in a growing trend of advertising agencies setting up specialist online divisions. Engine Group, the umbrella advertising group which includes WCRS and Meme, recently bought search specialist Eyefall. The Red Brick Road is also looking at starting up its own digital off-shoot.
VCCP says its new division will focus on brand campaigns, alongside direct response and integrating search into wider campaigns. This is despite many commentators being sceptical about the potential that search marketing offers for brand advertising.
There are now 27 agencies within Chime and over 400 clients, ranging from O2 to Dunhill and Metro.