Wunderman Thompson, VMLY&R Commerce to Merge
WPP has merged Wunderman Thompson and VMLY&R Commerce to create VML, a creative agency that combines commerce and brand and customer experience.
VML will support clients on creative brand growth strategy and transformation initiatives, all powered by data operations, marketing technology platforms and partnerships with technology companies. It will also provide an offering for healthcare companies and B2B marketers.
The combined company will have more than 30,000 employees in 64 markets and be led by Jon Cook as VML’s global CEO and Mel Edwards as global president. The management team brings together leaders from both agencies.
WPP says VML will be operational by Jan. 1, 2024.
“Scale matters in today’s world as AI and technology transform marketing and global clients look to simplify their relationships,” Mark Read, CEO of WPP, said in a media release. “VML will combine world-class creativity with deep expertise in data, marketing technology and platforms to deliver competitive advantages 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.
“Separately, Wunderman Thompson and VMLY&R are two of WPP’s strongest and best-performing agencies,” Read added. “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.”
Wunderman Thompson and VMLY&R were launched in 2018 and have experienced sustained growth since their inception — through client development, new business and acquisitions, per the release.
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.
“We recognized the immediate opportunity to create what every consultancy and advertising agency aspires to build with the formation of VML,” Cook said in the release. “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.”
“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,” Edwards added. “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.”
Wunderman Thompson and VMLY&R have partnered globally across multiple clients such as Colgate-Palmolive, Dell, Ford, Microsoft, Nestle and the Coca-Cola Co.