WPP combines VML, Y&R to launch VMLY&R

MUMBAI: Advertising behemoth WPP has combined VML and Y&R to create a new ad agency VMLY&R. The two brands have been combined to deliver a contemporary, fully integrated digital and creative offering to clients on a global scale.

VMLY&R’s proposition will combine brand experience and brand advertising, drawing on the complementary expertise of VML and Y&R to create connected brands that drive value for clients. VMLY&R will be an agency of more than 7,000 people, and one of WPP’s principal brands. It will be fully operational in early 2019.

The new agency will be led by Global Chief Executive Officer Jon Cook, who is currently Global CEO of VML. Cook will report to WPP CEO Mark Read. Y&R former global CEO David Sable will continue to support Cook, VMLY&R and its clients as Non-Executive Chairman as he transitions to a new role in WPP.

Y&R WPP said is one of the industry’s iconic agencies, known for building many of the Fortune 500’s biggest brands. Its strategic approach WPP said married with innovation and creative talent, has led to some of the most famous and culturally transformative campaigns around the world. Y&R developed the world’s first and largest brand management tool, its proprietary BrandAsset Valuator, which fuels both strategic and creative decisions with data and insights.

VML WPP added has established itself as one of the most forward-looking agencies in today’s marketplace – blending creativity with digital marketing.

Read said, “VMLY&R will be a powerful brand experience offering and a core agency brand for WPP. VML and Y&R have distinct and complementary strengths spanning creative, technology and data services that make them a perfect match. This is an important step as we build a new, simpler WPP that provides clients with a fully integrated offering and easy access to our wealth of talent and resources.”

Cook said, “I’m thrilled for the VMLY&R team as we start this journey together and harness the best of each agency to deliver culturally relevant world-class work. The landscape of our industry is changing rapidly, and we are committed to being an invaluable partner to CMOs around the world. I look forward to leading this unprecedented unification of two exceptional agencies.”

Sable said, “VMLY&R has been nearly 18 years in the making as we have worked to build two successful brands and develop partnerships together with clients such as Colgate-Palmolive, Dell, and the U.S. Navy. I’m proud of this pinnacle moment as we are now able to provide clients with one robust, seamless offering. I look forward to supporting Jon and our VMLY&R client partners as I take on my new role within WPP.”