WPP has merged two of its largest agencies — Wunderman Thompson and VMLY&R — to create what it says is the “world’s largest creative company.”  

It’s the latest agency merger by the company in a streamlining effort that began when Mark Read became CEO of WPP in 2018. 

The combined entity will be known as VML, shelving some of the most storied brands in Adland including Wunderman, J.Walter Thompson and Young & Rubicam, all acquired under the leadership of former WPP CEO Martin Sorrell 20+ years ago. The new VML will have 30,000 people in 64 markets.

In its merger announcement today, WPP played up the merged entities’ more recently developed capabilities including commerce, customer experience, and marketing technology and data, which all contribute to its ability to provide top-tier brand growth strategy and transformation initiatives. 

Separate specialties include robust healthcare and B2B offerings. 

Jon Cook, who has led VMLY&R, becomes VML global CEO and Mel Edwards, who led Wunderman Thompson assumes the role of VML global president. Additional leadership team members 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. 

“The future of building strong brands and businesses requires the interconnectivity of brand experience, commerce and customer experiences,” stated Cook. “We recognized the immediate opportunity to create what every consultancy and advertising agency aspires to build with the formation of VML. 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.” 

“This is the right suite of capabilities, offered at just the right moment, at unprecedented scale,” said Edwards. “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.” 

Both agencies were the products of previous mergers. Wunderman Thompson and VMLY&R were launched in 2018.  

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

The two agencies have partnered globally across multiple clients such as Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company and more.