As the agency gets stronger in the Indian sub-continent, it will continue to follow its global DNA of heart, home, wisdom and courage
BestMediaInfo Bureau | Mumbai | August 10, 2016
VML, a global agency spread across diverse cultures and ever-evolving technology, works for the fundamental human need to connect with one another. As a full-service marketing agency, it has offices around the globe and helps brands fulfil that need and make them truly matter to people.
Jon Cook, Global CEO, and Debbi Vandeven, CCO, recently came down to India to shed light on the industry and about VML’s global work. What made the evening interesting was their art of storytelling and engaging the audience, which won them global accolades.
As the agency gets stronger in the Indian sub-continent, it was interesting to know that it will continue to follow its global DNA of ‘heart, home, wisdom and courage’. It seems that these four aspects are inspired from the American musical comedy-drama – The Wizard of Oz. Each aspect is connected with a character.
The agency has three rules of brand storytelling. Firstly, the consumer cares less about the product then you do. Second is be decisive and disciplined and lastly, what a brand does matters as much as what a brand says.
Sharing insight on some of the work that was awarded, Cook said VML became the digital agency of record for Gatorade in 2010. Since then, the team members have collaborated with Gatorade’s network to deliver award-winning work and stellar results. The agency and Gatorade worked hand-in-hand as client partners to craft the vision for the brand in digital, as well as consumer-facing messaging that brings that vision to life. Together, they continue to develop work that spans campaigns, social, branded content, digital innovation and more.
Stating another classic example, which worked very well for the brand, Cook and Vandeven threw light on their work for Wendy’s -- a global quick serving restaurant. VML’s partnership with Wendy’s began in late 2012, when they became their digital agency of record.
The agency initially focused on digital campaign activation and the role grew to include planning, social media strategy, publishing, and community management. In 2013, it started major technology projects for the brand, including website management, mobile apps, a mobile ordering experience and more.
Today, it serves as the brand voice across all social media channels. It also acts as a strategic and creative lead, continuing to produce 360 degree campaign activations on a project-to-project basis. Throughout the work, it follows Wendy's philosophy, aiming not for quantity of fans but quality of experiences.
Work for Gatorade:
Work for Wendy’s:[youtube]https://www.youtube.com/watch?v=BZfSPPTWUTo[/youtube] [youtube]https://www.youtube.com/watch?v=y7t1OY-tp-k[/youtube] [youtube]https://www.youtube.com/watch?v=CqXuqRCHNnI[/youtube] [youtube]https://www.youtube.com/watch?v=JTPT8p1GH0Q[/youtube]