VML Agency: From Anti-Agency Roots to Global Success

VML Agency was born out of a humble beginning as an anti-agency, where they challenged traditional agency norms and focused on delivering results-driven work.

Their early days were marked by a strong anti-establishment ethos, which allowed them to think outside the box and push boundaries.

VML Agency's anti-agency roots were a deliberate attempt to break free from the conventional agency model and focus on delivering innovative solutions.

This approach paid off, as VML Agency quickly gained recognition for its creative and effective work.

VML Agency's success can be attributed to its ability to adapt to the ever-changing marketing landscape, embracing new technologies and strategies to stay ahead of the curve.

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VML offers a wide range of services, from brand consultancy to consumer research and data analytics.

They help marketers transform their customer engagement practices and plan brand-building strategies, making them a one-stop-shop for clients.

VML's expertise also extends to creating AI-powered platforms that support personalization at scale, CRM, and loyalty services for marketers.

The agency's goal is to make their clients' work more effective and efficient, using AI to drive results.

VML's work for Coca-Cola is a great example of their capabilities, winning eight awards at Cannes Lions, including two Golds.

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VMLY&R was formed in 2018 from the merger of VML and Y&R (Young & Rubicam). The agency offers integrated online and offline advertising services, business consulting, and software applications.

VML originally launched in 1992 under Kansas City advertising leaders John Valentine, Scott McCormick, and Craig Ligibel. Their initials formed the company's name.

Young and Rubicam (Y&R) was established in 1923 by John Orr Young and Raymond Rubicam in Philadelphia.

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VML was founded in Kansas City, Missouri, in 1992 by John Valentine, Scott McCormick, and Craig Ligibel. They wanted to create a closely integrated agency that was more versatile and nimble, and embraced collaboration with clients.

Their first client was Northwest Airlines, and they were tasked with taking on the airline's entire national account. This marked a significant shift from project work to full-scale account management.

The founders' initial setup was unconventional, with VML functioning as an outsource organization based on a small network of freelancers. This approach allowed for flexibility and adaptability in their work.

However, as their first client, Christopher Clouser, started asking questions about being billed for "people that he couldn't see", the formal entity Valentine McCormick Ligibel was born.

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VML is a global marketing agency that transforms brands through a "connected consumer experience". They offer a wide range of services, including brand consultancy, consumer research, and data analytics.

Their service prospectus is indeed broad, aiming to help marketers transform their customer engagement practices and plan brand-building strategies. This is achieved through a full-service offer that puts the advertising and customer experience needs of clients in sync with their commerce strategy.

VML's focus is on solving problems and doing great work, rather than chasing a specific label or title. This approach allows them to tackle complex challenges and deliver innovative solutions for their clients.

The agency has made significant strides in meeting the expectations of marketers, particularly in the areas of customer experience and commerce strategy. For example, they handled customer and brand experience work for Ford, while Wunderman Thompson worked on a major CRM and loyalty program.

VML's partnership with NVIDIA has also enabled them to tap into AI services, supporting client briefs and enhancing their offerings. The agency is using AI to ensure that clients are more effective and efficient in their marketing efforts.

Their work with Coca-Cola is a notable example of their capabilities, with a campaign winning eight awards at Cannes Lions this year. This success showcases VML's ability to deliver impactful and effective marketing solutions.

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VML's industry focus is divided into three main areas: business services, consumer products & services, and information technology. Each of these areas accounts for a significant percentage of their business.

Here's a breakdown of their industry focus:

This balanced approach allows VML to stay adaptable and competitive in the market, which is reflected in their pricing. They charge between $70 - 150/hour, which is the market average in Poland, providing a safer bet for clients.

VML's industry focus is a key aspect to consider when evaluating their services.

Business services make up 35% of their focus, which is a significant portion of their overall offerings. Consumer products & services also account for 35%, indicating a broad range of expertise in this area. Information technology is the remaining 30%, showcasing their technical capabilities.

VML's pricing is competitive, with costs ranging from $70 to $150 per hour. This is in line with the market average in Poland, making it a safer bet for clients.

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It's only been six months since VML began operating in its current form, but clients are already over the merger conversation. They're asking about culture instead.

The two previous agencies were cut from the same cloth, making it feel natural to weave their cultures together. A list of shared clients, including Microsoft and Dell, meant that internal teams already knew each other.

VML has a shared vision of being part of the future of advertising, working between brand experience and commerce and customer experience. This idea drives the company forward.

The breadth of VML's offer is what really marks it out, from being the global agency of record for Krispy Kreme to handling digital agency duties for others. This flexibility is a major advantage.

Pip Hulbert was promoted to UK CEO, Debbi Vandeven to Global CCO, and Rafael Pitanguy stepped up as deputy global chief creative officer and global CCO for The Coca-Cola Company. These promotions show that proven talent from across the old agencies is being recognized and valued.

The trust given to these executives has been a key factor in the smooth integration of VML. However, crossing over systems and processes has been more difficult and is still a work in progress.

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VML has collaborated with notable brands to create impactful campaigns. One notable campaign is "Group Therapy", a documentary about mental health that streamed on Amazon Prime, produced in collaboration with AXA and Kevin Hart's production company Hartbeat.

VML has also made tourism planning more accessible for blind and low vision communities through its "Sound Sites" campaign with the Tennessee Department of Tourist Development. This campaign showcases the agency's commitment to inclusivity.

VML's creative output includes integrated campaigns, social, PR, and community management. Its global chief creative officer, Debbi Vandeven, has led the agency's participation in The 3% Movement, which promotes inclusive and diverse culture.

VML is known for its creative output, offering integrated campaigns, social, PR, and community management services.

Debbi Vandeven, the agency's global chief creative officer, has been a driving force behind VML's inclusive and diverse culture, which has earned the agency recognition for its participation in The 3% Movement.

VML has implemented a generous maternity leave policy, matching the 3% standard in the US of at least 12 weeks off.

Debbi Vandeven has gained international recognition for her work, regularly featuring on awards juries like the Cannes Lions, Clio Awards, and The One Show.

VML's creative output includes a range of innovative work.

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VML has made a name for itself with its innovative campaigns. One notable example is "Group Therapy", a documentary about mental health that they produced in collaboration with AXA and Kevin Hart's production company Hartbeat.

The documentary streamed on Amazon Prime, showcasing VML's ability to create engaging content that tackles tough topics. I've seen firsthand how powerful storytelling can be in raising awareness about important issues.

VML also collaborated with the Tennessee Department of Tourist Development to launch the "Sound Sites" campaign, making tourism planning more accessible for blind and low vision communities. This campaign is a great example of how marketing can be used to promote inclusivity.

In 2024, VML launched "Mayo Cat", a humorous campaign for Hellmann's "Make Taste, Not Waste" campaign to raise awareness of food waste. The campaign features Kate McKinnon, Pete Davidson, and an anthropomorphic cat named Mayo Cat.

VML's notable campaigns demonstrate their commitment to creativity and social responsibility.

Here are some of their notable campaigns:

VML is a global marketing agency with a presence in over 30 countries. They have a strong network of offices and employees worldwide.

Their work spans across various industries, including retail, healthcare, finance, and technology. They have a proven track record of delivering successful campaigns for their clients.

One of their notable campaigns was the "Get to Know Us" campaign for Walmart, which helped increase sales and brand awareness. They also worked with Kraft Foods to launch the "Kraft Mac & Cheese" campaign, which saw a significant increase in sales.

VML's expertise in digital marketing has been instrumental in helping their clients achieve their goals. They have a team of skilled professionals who specialize in areas such as data analytics, social media marketing, and content creation.

Their innovative approach to marketing has helped them stay ahead of the curve and adapt to the ever-changing marketing landscape. They continue to push the boundaries of what is possible in marketing.