He will spearhead the division, which adds to VCCP's digital services in creative, site build, planning, design and search.
Bickerton spent four years at Aegis-owned media Diffiniti, working on key accounts such as RAC and Coca-Cola.
"The significance of digital is growing exponentially year-on-year and, while some claim to be fully conversant in it, few are," said Bickerton. "Yet, VCCP is now able to create an effective, well-researched and integrated digital marketing offering."
The new division follows the launch last September of the agency's search marketing division, VCCP Search. Headed by managing director Paul Mead, the division has secured four accounts, two from within VCCP and two independently.
"The inclusion of a digital media operation strengthens our offer to clients. It is a great fit alongside search and allows our clients to take advantage of a much greater range of opportunities to drive sales and deve-lop their brands," said Mead.
Charles Vallance, founding partner of VCCP, said the move reflected the changing communications arena. "Agencies need to demonstrate understanding of the brand journey and clients expect us to have greater breadth and depth of expertise."
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