VML drafts in WPP global client lead to succeed Hulbert

VML has appointed Joe Petyan – the WPP global client lead for HSBC and Haleon – the new chief executive of VML UK, succeeding Pip Hulbert, who moved into the role of chief client officer of international markets in October, after over a decade in senior positions across the group.

Based in London, Petyan will lead VML’s newly combined creative and technology offering in the UK, with the aim of solidifying a differentiated, fully integrated agency proposition for clients.

Petyan moves into the role after almost 30 years in the industry – which has included five years as an agency head – and it is said he has built and led high-performing, multidisciplinary teams for some of the world’s most recognisable brands, earning a reputation for his long-term partnership building, relentless focus on results, and creative and strategic vision.

In his new role, Petyan will oversee a newly unified UK business by operationally aligning the core agency with VML’s Enterprise Solutions. This specialist arm houses VML’s technology and data groups and is designed to address complex business challenges through the agency’s combined consulting, customer experience, commerce, and technology transformation practices.

As one of the network’s most important markets, VML UK represents the entire suite of VML’s capabilities under one roof. Its newly combined offer is designed to ensure the agency can help brands navigate complex challenges while unlocking new avenues for growth.

Petyan will work in partnership with the combined existing executive team and will name a wider leadership team in the near future. Together, they will champion VML’s “human-first” creative philosophy in the UK, to create work that is designed to be insight-led and culturally resonant, while pushing innovation boundaries.

VML insists this approach combines human imagination with technological acumen to deliver meaningful, measurable impact for clients.

VML EMEA chief executive Ewen Sturgeon said: “Joe’s appointment marks an important next chapter for VML in the UK. He brings superb strategic and creative judgement, deep relationship-building expertise and a dynamic leadership style that inspires people around him to push further.

“Joe understands how to connect creativity, data, and technology in ways that deliver real business value for clients. I’m excited about where he will take VML UK in 2026 and beyond as we continue to strengthen our position in this critical market.”

Petyan added: “The combination of our people, creativity, and technology represents a pretty unique offering. Of course, VML UK builds brands but in concert, VML delivers technologically connected experiences and business outcomes for clients. It’s a genuinely exciting proposition that I can’t wait to be a part of.”

Petyan starts in the role immediately, and will partner closely with Hulbert to champion connectivity and innovation across the market’s global client partners.