VMLY&R

What VMLY&R does

VML is a global creative company and wholly-owned subsidiary of WPP, formed through the unification of VMLY&R and Wunderman Thompson under the VML brand. It operates across 150+ offices in 50+ markets with more than 26,000 employees, serving large multinational enterprise clients across consumer goods, retail, technology, automotive, healthcare, and financial services. The firm integrates Brand Experience, Customer Experience, and Commerce into connected brand journeys, supported by an additional 12,000+ person VML Enterprise Solutions unit that delivers business transformation, engineering, CRM, and CX consulting across 40+ markets.

The company's technology stack is anchored by WPP Open, an AI-powered marketing operating system that combines generative AI, personalization, predictive analytics (via the Gain Theory MIRA assessment), autonomous agent deployment, and multimodal content generation across text, image, video, and audio. VML pairs this with strategic platform partnerships across Adobe, AWS, Braze, Google, Microsoft, Salesforce, and Shopify, enabling the firm to deliver implementation work and AI-mediated commerce solutions such as the Sainsbury's grocery eCommerce replatform, the United Rentals Digital Toolbelt, and Salesforce Agentforce transformations.

VML's revenue model is professional services-based: fee-for-service creative campaigns, strategy consulting, technology implementation, and managed services billed through quote-based, negotiated enterprise contracts. Go-to-market is direct enterprise field sales with dedicated account teams servicing global brand owners. Pricing is not publicly disclosed. Recognition momentum is a meaningful commercial asset — 53 Cannes Lions (including a Titanium for Mondelez's OREO Cows), 107 Clio Honors, 120 One Show wins, and Campaign Global Network of the Year in 2026 — supporting the firm's ability to win and retain enterprise mandates.

Name

VMLY&R

Legal name

VML

Website

https://vml.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

VML is a global creative company and WPP subsidiary serving multinational enterprise clients with connected brand experience, customer experience, commerce, and AI-enabled marketing transformation across 50+ markets.

Ownership category

akta.pro rank

Product category

Advertising and Marketing Services

NAICS

Advertising, Public Relations, and Related Services (5418), Computer Systems Design Services (541512), Computer Systems Design and Related Services (54151)

SIC

Services-Management Consulting Services (8742), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Customer Experience (CX) & Digital Experience (BPAHAEAC)

akta.pro secondary industries

Digital & Technology Transformation Consulting (BPAHACAH), Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

Keywords

• Creative agency services
• Brand experience design
• Customer experience consulting
• Commerce transformation
• Enterprise marketing solutions

Headquarters

HQ city

Kansas City

HQ country

United States

HQ region

North America

Offices74 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Creative and Marketing Services: Full-service creative agency providing brand experience, customer experience, and commerce solutions. Revenue generated through professional services including creative campaigns, strategy, consulting, technology implementation, and managed services for enterprise clients.
2. Enterprise Solutions and Technology Consulting: Business transformation and marketing modernization services including technology modernization, AI-driven operating models, CRM implementation, digital products and platforms. Operates as WPP Enterprise Solutions unit with 12,000+ experts serving clients across 40+ markets.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

VML is a global creative company that delivers connected brand, customer experience, and commerce solutions by blending award-winning creative agency capabilities with technology consultancy expertise. The firm serves enterprise clients through professional services including creative campaigns, brand strategy, customer experience design, commerce transformation, CRM implementation, and enterprise technology consulting across 150+ offices in 50+ markets. Its WPP Enterprise Solutions unit provides business transformation services spanning engineering, platforms, commerce, consulting, content transformation, CRM, and CX.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Experience

Quantifiable outcome

• 53 Lions at Cannes Lions 2026 including 1 Titanium and 2 Grands Prix
• +4 more outcomes

Named customers26 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability14 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core.

• AdobecoreTechnology or IntegrationStrategic technology partnership for enterprise solutions including Adobe Experience Cloud integration, Adobe Commerce, and content supply chain solutions. VML leverages Adobe's enterprise platforms for digital transformation and customer experience delivery.
• AWS (Amazon Web Services)coreTechnology or IntegrationCloud infrastructure partnership providing scalable cloud-native systems, data analytics, and AI workloads for enterprise clients. VML builds secure multi-account and cross-cloud environments on AWS.
• BrazecoreTechnology or IntegrationCustomer engagement platform partnership for CRM, loyalty solutions, and personalized marketing automation at scale.
• GooglecoreTechnology or IntegrationTechnology and cloud partnership including AI/ML capabilities, cloud infrastructure, and digital marketing solutions for enterprise transformation.
• MicrosoftcoreTechnology or IntegrationEnterprise technology partnership for cloud solutions, AI capabilities, and digital transformation services leveraging Microsoft's technology stack.
• SalesforcecoreTechnology or IntegrationCRM and marketing cloud partnership for customer experience transformation, Salesforce Marketing Cloud implementation, and Agentforce AI digital transformation. VML delivers Salesforce solutions across 40+ markets.
• ShopifycoreTechnology or IntegrationE-commerce platform partnership for enterprise Shopify migration, direct-to-consumer solutions, and commerce transformation. VML provides Shopify migration services reducing cost of ownership and increasing agility.
• BAV GroupcoreStrategic or Co-development PartnerWPP and VML consulting company providing brand consulting, brand asset management, and brand valuation expertise. Part of the Futures and Trends unit.
• Gain TheorycoreStrategic or Co-development PartnerGlobal unbiased and independent WPP marketing effectiveness and foresight consultancy. Provides advanced analytics and strategic consulting for marketing effectiveness measurement, budget allocation, and channel optimization.

Scale indicators9 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• McCann Worldgroup: McCann is IPG's flagship global creative network, offering integrated advertising, CX, and healthcare marketing (McCann Health) capabilities. It competes directly with VML for multinational enterprise clients and major awards.
• BBDO Worldwide: BBDO is Omnicom's flagship global creative network, with comparable scale, blue-chip client roster, and integrated creative/CRM offerings. It is a perennial Cannes Lions competitor and one of the top three global creative networks alongside VML and Ogilvy.
• Wieden+Kennedy: Wieden+Kennedy is an independent global creative network with offices in Portland, London, Tokyo, and other markets, known for brand-led work for Nike, Coca-Cola, and others. It competes with VML on creatively led enterprise engagements and is a frequent Cannes Lions competitor.
• Ogilvy: Ogilvy is WPP's other flagship global creative network, offering the same combination of brand advertising, CX, and digital transformation. It is the closest direct comparable to VML in scale, service breadth, and holding-company positioning.
• Leo Burnett: Leo Burnett is Publicis Groupe's flagship global creative network, serving the same CPG and enterprise client base with brand advertising, CX, and commerce capabilities. It competes with VML for global AOR mandates and Cannes Lions recognition.
• Saatchi & Saatchi: Saatchi & Saatchi is Publicis Groupe's global creative network known for brand-led advertising and integrated CX work. It competes with VML for major CPG and retail AOR engagements globally.
• R/GA: R/GA (now part of IPG) is a global creative and technology network focused on connected brand experiences, commerce, and digital products. It is highly comparable to VML's Enterprise Solutions practice in combining creative storytelling with technology implementation.
• Dentsu Creative: Dentsu Creative is Dentsu Group's global creative network, combining brand storytelling with CX and commerce capabilities across APAC, EMEA, and the Americas. It is a direct competitor in cross-region enterprise pitches.

Broad incumbents

• Accenture Song: Accenture Song (including Droga5) is the technology-consulting-led creative and commerce practice of Accenture, combining design, marketing, and enterprise transformation. It directly competes with VML's Enterprise Solutions unit for large Adobe/Salesforce/Shopify transformation mandates.
• Deloitte Digital: Deloitte Digital is the Big Four consultancy's creative and customer experience practice, offering strategy, design, and technology implementation. It increasingly competes with VML Enterprise Solutions for end-to-end CX transformation RFPs at the enterprise CIO/CMO level.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/vml
• Xx.com/vml
• Facebookfacebook.com/vml

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A10 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VMLY&R