Michael Sugden and Julian Douglas

Agency: VCCP

United Kingdom

Michael Sugden and Julian Douglas aren’t just leading VCCP - they’re redefining what it means to be a modern CEO duo. With a relentless challenger mindset, they have been integral to the transformation of VCCP into one of the most successful independent global agency networks.

They have built VCCP into a creative powerhouse, delivering some of the most memorable and effective campaigns in the industry. Their philosophy of compound creativity ensures long-term brand success - evolving big ideas rather to deliver value for clients. Whether it’s O2’s AI-powered Daisy which made headlines around the world, the next era of Virgin Media’s ‘To Better and Beyond’, or driving Messi’s first entrepreneurial venture, Más+ by Messi, Michael and Julian continue to shape brands that consumers love – and remember. Beyond business success, they are industry changemakers. Julian spearheaded UK advertising’s global influence as Chair of the UKAEG, leading trade missions around the world, while Michael has driven VCCP’s AI and innovation agenda. Both are deeply committed to advertising as a force for good, championing initiatives like BRiM, Pitch Positive, and Advertising Unlocked. Their leadership is bold, visionary, and effective - delivering transformative growth for VCCP while shaping the future of the industry.