Wunderman Thompson and VMLY&R merge to create VML

Wunderman Thompson is joining forces with VMLY&R to create VML – what WPP is saying will be the industry’s largest creative company.

The new entity unites its two integrated creative agencies for a combined company with more than 30,000 people in 64 markets.

VML, WPP says, “will be equipped to support clients on creative brand growth strategy and transformation initiatives, all powered by best-in-class data operations, technology platforms and partnerships with leading technology companies,” while providing an “exceptional” offering for healthcare and B2B marketers.

Jon Cook, global CEO of WPP’s VMLY&R, becomes VML’s global CEO. Mel Edwards, global CEO of the Wunderman Thompson network as of 2019, is now VML global president.

“The future of building strong brands and businesses requires the interconnectivity of brand experience, commerce and customer experiences,” Cook says. “We recognized the immediate opportunity to create what every consultancy and advertising agency aspires to build with the formation of VML,” saying that he does not believe there is another company as creatively awarded with VML’s depth in customer experience and commerce.

Wunderman Thompson and VMLY&R were launched in 2018 and have experienced sustained growth since their inception through client development, new business and acquisitions.

“Scale matters in today’s world as AI and technology transform marketing and global clients look to simplify their relationships,” says Mark Read, WPP’s CEO. “VML will combine world-class creativity with deep expertise in data, marketing technology and platforms to deliver competitive advantage for ambitious brands.”

According to Read, Wunderman and VMLY&R were two of WPP’s top performing shops.

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.

In its August Q2 earnings call, WPP says a slowdown in tech ad spend took a toll on its integrated creative agencies, VMLY&R and Wunderman Thompson, which reported a 2.3% revenue decline in Q2.