WPP merges Wunderman Thompson and VMLY&R to create "VML"

WPP announced the merger of Wunderman Thompson and VMLY&R.

The combined entity will be known as VML.

WPP said that this combination will make it the industry’s largest creative company.

Jon Cook has become the VML Global CEO and Mel Edwards VML Global President.

Immediate leadership appointments include Debbi Vandeven, Global Chief Creative Officer; Eric Campbell, Global Chief Client Officer; Juan Pablo Jurado, CEO LATAM; Ewen Sturgeon, CEO EMEA; and Audrey Kuah and Yi-Chung Tay, Co-CEOs APAC.

VML will be operational from 1 January 2024.

Both Wunderman Thompson and VMLY&R were launched in 2018.

“Respective client bases, functional expertise and geographic strengths mean the agencies are highly complementary and the combined company will have more than 30,000 people in 64 markets,” said WPP in a press statement.

“The future of building strong brands and businesses requires the interconnectivity of brand experience, commerce and customer experiences,” said Jon Cook, Global CEO. “We recognised the immediate opportunity to create what every consultancy and advertising agency aspires to build with the formation of VML. We’re especially excited to present our new offering to the industry as we don’t believe there is another company as creatively awarded with our depth in customer experience and commerce.”

“This is the right suite of capabilities, offered at just the right moment, at an unprecedented scale,” said Mel Edwards, Global President. “It’s incredibly exciting because with this new agency, we have the chance to shape the future of modern marketing in every key market around the world. The opportunities it affords our people and the growth we can deliver for our clients at a global scale make this a real game-changer for each business and the wider industry.”

Mark Read, CEO of WPP, said, “Scale matters in today’s world as AI and technology transform marketing and global clients looking to simplify their relationships. VML will combine world-class creativity with deep expertise in data, marketing technology and platforms to deliver a competitive advantage for ambitious brands. It’s another important step forward for WPP as we continue to reshape our offer for the future, simplify our business and unlock further benefits of scale.”

He further said, “Separately, Wunderman Thompson and VMLY&R are two of WPP’s strongest and best-performing agencies. Together, they will deliver an even wider, fully integrated suite of capabilities to our clients in every market. Marketers today expect seamless links between their brand advertising and technology solutions and platforms. VML provides an immediate solution to this business imperative.”

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