VML (agency) explained
VML is an international marketing and communications company specializing in brand experience, commerce and technology, and customer experience.[2] VML was formed from the merger of Wunderman Thompson and VMLY&R. It is a subsidiary of WPP plc, a multinational advertising and public relations holding company.[3] VML employs more than 30,000 employees in 64 markets worldwide with principal offices in Kansas City, New York, and London.[2] [1]
History
VML was launched on October 17, 2023, when international advertising group WPP Group merged agencies VMLY&R and Wunderman Thompson.[4]
VMLY&R
VMLY&R was formed in 2018 from the merger of VML and Y&R (Young & Rubicam).[5] VML originally launched in 1992 under Kansas City advertising leaders John Valentine, Scott McCormick and Craig Ligibel, whose initials formed the company's name.[5] The agency offered integrated online and offline advertising services, business consulting and software applications. In 1923, Young and Rubicam (Y&R) was established by John Orr Young and Raymond Rubicam in Philadelphia.[6] The company moved to New York in 1926 as a condition of securing a contract with the newly formed Jell-O company, and later, to 285 Madison Avenue, which remained the company's location for 87 years.[7]
Wunderman Thompson
See main article: Wunderman Thompson. Wunderman Thompson was formed in 2018 with the merger of J. Walter Thompson and Wunderman. J. Walter Thompson was founded in 1864 by James Walter Thompson and traces its origins to the Carlton & Smith agency, one of the first known advertising agencies in the United States.[2] J. Walter Thompson was acquired by WPP in 1987.[8] In 1958, direct marketer Lester Wunderman opened Wunderman, Ricotta & Klein (WRK) and is widely considered to be the creator of modern-day Direct Marketing – a term he first used in 1961.[9]
Post merger (2023 - present)
After the merger, VML added Krispy Kreme, Breyers and pharmaceutical company Perrigo as clients.[10] [11]
Operations
VML is the largest WPP Group agency with more than 30,000 employees located across 64 plus markets.[2] Jon Cook, previously Global CEO at VMLY&R, is CEO, and Mel Edwards, previously Global CEO at Wunderman Thompson, is President.[2] VML is headquartered across Kansas City, New York and London.[1]
VML clients include Unilever,[12] AstraZeneca,[13] Colgate-Palmolive,[14] Dell,[14] Ford,[14] Microsoft,[14] Nestlé,[14] The Coca-Cola Company[14] and Wendy's.[15] VML provides client services around three core practices in brand experience, customer experience and commerce.
Notable campaigns
- Mayo Cat - For the 2024 Super Bowl, VML launched “Mayo Cat” – the latest iteration of Hellmann’s "Make Taste, Not Waste” campaign to raise awareness of food waste. The humorous campaign features Kate McKinnon, Pete Davidson and an anthropomorphic cat named Mayo Cat aimed at encouraging viewers to use Hellmann’s Mayonnaise to make new meals out of leftovers.[16] [17]
- The World Needs More Santas - VML’s "The World Needs More Santas” campaign for Coca-Cola showcases a city full of Santas to capture the spirit of the holidays and features the song "I Could Be Santa Claus" by British singer and songwriter Celeste.[18] [19] VML’s Coca-Cola campaign continues the affiliation with the image of Santa Claus in Coca-Cola’s advertising which began in the 1920’s. In 1931, Coca-Cola commissioned Haddon Sundblom, a Michigan-born illustrator, to create images of Santa Claus to be worked into Coca-Cola’s holiday advertisements. The imagery is synonymous with Coca-Cola and the originals can be found in art galleries around the world.[19] [20]
Notes and References
- Web site: VML's chiefs on new super-agency, redefining creativity and making cost savings. Robert Sawatzky & Gideon. Spanier. November 29, 2023. MM+M - Medical Marketing and Media.
- News: WSJ News Exclusive | WPP Merging VMLY&R With Wunderman Thompson. Megan. Graham. WSJ .
- Web site: WPP merges VMLY&R and Wunderman Thompson to form VML | Ad Age.
- Web site: WPP Merges VMLY&R and Wunderman Thompson to Form VML. Stephen. Lepitak. October 17, 2023. www.adweek.com.
- Web site: The story of VML: from anti-agency roots to fusion with Y&R. www.campaignlive.com.
- Web site: A brief history of VML and Y&R - AdNews. www.adnews.com.au.
- Web site: Y&R: A look back at Young & Rubicam’s highlights as agency name is retired | Ad Age.
- Web site: WPP is merging JWT with Wunderman | Ad Age.
- Web site: Lester Wunderman, Direct Marketing Pioneer and Original 'Mad Man,' Dies at 98. Patrick. Coffee. January 11, 2019. www.adweek.com.
- Web site: Agency Performance Review 2024: VML North America. www.campaignlive.com. April 9, 2024.
- Web site: VML boss on how the network is shaping up 100 days into its mega-merger. The Drum.
- Web site: Breyers Ice Cream Partners with VML for Brand Strategy. Abby. Miller. December 14, 2023.
- Web site: VMLY&R picks up creative AOR wins from AstraZeneca. Alison . Weissbrot . January 8, 2021. www.campaignlive.com.
- Web site: Five reasons why... WPP has merged VMLY&R and Wunderman Thompson. creative.salon.
- Web site: Wendy's Moves Its Creative Account From Publicis New York to VML. Patrick. Coffee. March 9, 2016. www.adweek.com.
- Web site: Kate McKinnon & Mayo Cat Feature in Hellmann's Super Bowl Ad. Stephen. Lepitak. January 30, 2024. www.adweek.com.
- Web site: Hellmann’s new Super Bowl ad will forever change what you hear when cats meow. Fast Company. January 30, 2024.
- Web site: Coca-Cola Releases Two Santa-Focused Holiday Short Films. Stephen. Lepitak. December 8, 2023. www.adweek.com.
- Web site: Coca-Cola's global Chrissy campaign 'The World Needs More Santas' via Open X lands in Australia. Ricki. Green. November 30, 2023.
- Web site: Coca-Cola celebrates the spirit of Santa in everyone. creative.salon.
