Mel Edwards calls it a day after 30 years in the business

VML global president Mel Edwards is hanging up her boots after 30 years in the industry – the past 13 at WPP – although insists it is not one of those “I’m off tomorrow!” moments, and she will officially retire in the spring of 2026.

Edwards cut her teeth in the business at many of the direct marketing industry’s founding agencies, including MRM, Smith Bundy, GGT Direct and TBWA/GGT, before joining Lida in 2000 as an account director. Ultimately, she rose up the ranks to CEO of the M&C Saatchi-owned business, which was folded in to the main agency after she left.

Edwards joined Wunderman in 2012, succeeding Brendan Tansey as UK chief executive. But when Mark Read took over the Wunderman global role from Daniel Morrel in 2015, one of his first moves was to promote her to Wunderman CEO of Europe, the Middle East and Africa.

In 2018, Edwards was promoted again, this time to global CEO. But WPP merged Wunderman with VMLY&R in 2024 to form VML, she became global president, while VMLY&R chief Jon Cook became global CEO.

Over the past 13 years, Exdwards has looked after clients such as Shell, News Corporation and EY, and been instrumental in helping to win and retain some of the agency’s largest clients including BT Group and Samsung Europe.

On LinkedIn, she wrote: “Well, it’s official… the news is out that I’m retiring. I’ve decided to hang up my VML hat after 13 years at WPP, and 30 years in the industry.

“This isn’t one of those dramatic ‘I’m off tomorrow!’ posts. I’ll still be around for a few months, so plenty of time for goodbyes.

“I feel proud to have been part of this amazing industry and to have worked with such amazing people. I leave an industry but take with me friends for life. So, here’s to the next chapter, but not before a good few glasses are raised in this one.”

Edwards’ standing in the group was evidenced by her also being touted as a possbile successor to WPP global CEO Mark Reed, and, although WPP did become the first marketing holding group to appoint a female CEO, it was Microsoft global chief operating officer Cindy Rose who eventually took up the post in September.

Edwards will be succeeded by Jon Cook, global CEO of VML, who has been at WPP man and boy, having joined the group in 1996. He is also a member of the WPP Executive Committee.

He said:”[Mel’s retirement] marks the culmination of a career that has shaped our agency and industry in profound ways.

“Over the past 13 years, Mel has been a trusted partner and an inspiring leader within WPP. I feel lucky to have had her as a partner as we built and connected the VML global network. Her impact has been felt by so many people around the world.

“Mel, thank you for your leadership, friendship, and the legacy you leave behind. We’ll celebrate your contributions to VML and the industry in the months ahead, but for now, please join me in thanking Mel for everything she’s done to make VML what it is today.”

Former colleagues have also joined the backslapping. Ex-Lida chief Victoria Fox, who is now CEO at AAR Group, said: “When you’ve had a journey as successful as yours Mel then the destination has to be retiring, spreading your wisdom and experience as a NED and enjoying time with friends and family. Congratulations. Living the dream and well deserved.”

Meanwhile, former Lida creative chief Nicky Bullard, who recently founded intermediary Elevator added: “An incredible career. One of a kind. And one I think will be greatly missed.”

Mel Edwards calls it a day after 30 years in the business

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