VMLY&R chiefs dominate global VML creative line-up

Wunderman Thompson’s creative chiefs have missed out on all but one of the top jobs in WPP’s newly formed “super agency” VML, with VMLY&R executives taking the vast majority of roles to lead what it claims is the “next era of brand building, customer experience and commerce work”.

VML was officially launched earlier this month after being announced in October last year.

But while Wunderman chiefs – including Mel Edwards – took many of the top roles when the agency merged with J Walter Thompson in 2018, this time round it appears that VMLY&R has the upper hand.

A case in point is the global CEO role which went to VMLY&R boss Jon Cook, with Edwards becoming president. So far, only Wunderman Thompson’s Pip Hulbert, handed the UK CEO role at VML, appears to have beaten off a former VMLY&R chief for a senior role.

The creative team will now be led by VMLY&R global chief creative officer Debbi Vandeven (pictured), who assumes the same role in the new line-up. The agency maintains the team “comprises industry veterans with unique expertise to drive creative excellence across the agency’s diverse brand portfolio”.

Vandeven, who took up her previous role in 2000, said: “I’m thrilled to unite the wonderful creative talent from our two agencies. I have no doubt that we will work as a team to deliver brave, smart work that emotionally connects with people to deliver outstanding results for our clients. Anything we can dream up, we can create — we have the talent to do it. And that’s incredibly exciting.”

Continuing as deputy global chief creative officer is Rafa Pitanguya, who is also global CCO on the Coca-Cola account; he joined Y&R in Brazil in 2016 and it is claimed has helped transform the agency into a top creative force across LATAM and worldwide.

Meanwhile, VMLY&R’s Kaleeta McDade has been named global chief experience design officer (CXDO) for VML and global CXDO on the Coke business. She will continue to lead the agency’s experience design team, bridging creative storytelling, technology, design and user experience for clients across VML’s client portfolio.

In addition, former VMLY&R Commerce chief creative officer Manuel Bordé will now serve as global CCO commerce. He has been at the agency since 2019 and his remit now covers global creative responsibilities for the agency’s end-to-end creative commerce capability.

Another VMLY&R leader, Mel Routhier, has been promoted to VML global chief creative officer, health and wellness, having joined in 2020 to serve as CCO in Chicago.

Finally, Wunderman Thompson global chief creative officer Bas Korsten has been named VML global CCO of innovation, and co-CCO, EMEA. He took up the role in 2019, when Wunderman merged with JWT, having formerly been global creative lead at the latter.

Jon Cook said: “VML has a rich legacy of creating culture-shaping brands that connect emotionally and drive growth. Our belief is that creative must and will span three critical areas: brand experience and advertising, customer experience, and commerce. Creativity runs through all of them and unites them.

“This outstanding team of global creatives led by Debbi Vandeven is our industry’s best, bar none, and represent the importance of creativity at the core of our business.”