What VML MAP does

VML MAP (legal entity MAP A/S, headquartered in Copenhagen, Denmark) is a global marketing technology consultancy specializing in marketing automation, personalization, loyalty, and CRM at scale. It operates as a wholly-owned subsidiary of WPP and the dedicated center of excellence within the VML creative transformation network (previously Wunderman Thompson MAP). The firm employs more than 1,000 specialists — including technology engineers, data scientists, consultants, and creative practitioners drawn from over 55 nationalities — and operates from 14 offices spanning North America, Central America, Europe, and Southeast Asia.

The company's core offering combines strategic consulting with implementation and managed services across four major marketing cloud platforms: Adobe Experience Cloud, Salesforce Marketing Cloud, Google Cloud, and Braze. Its technical stack extends into a modern data layer built on dbt, Airflow, Terraform, Snowflake, GCP BigQuery, and Azure, supporting client work in customer data platforms, loyalty program design, CRM transformation, and personalization at scale. VML MAP also maintains an internal product team ("Catalyst") that builds proprietary tooling to accelerate campaign launches for global brands, and is investing in agentic automation, AI-driven engineering, and predictive analytics (uplift modelling, propensity scoring, attribution, next-best-action) as part of its service stack.

VML MAP serves large multinational enterprise clients — including IKEA, Coca-Cola, Nestle, Unilever, Microsoft, Ford, Volvo, LEGO, Dell, Colgate-Palmolive, Nespresso, and Natwest — across consumer goods, retail, automotive, beauty, entertainment, and financial services. Revenue is generated through project-based engagements, retainer contracts, and managed services for marketing transformation programs, with documented outcomes including a 20% reduction in marketing spend and 20% boost in marketing effect for a global furniture retailer, scale-up from 1 to 41 markets in 18 months for an automotive client, and a 130-day increase in customer lifetime value for a global entertainment platform. The company does not disclose standalone revenue and operates without external funding as a unit inside the WPP conglomerate.

Name

VML MAP

Legal name

MAP A/S

Website

https://vml-map.com

Company type

Private

Operating status

Operating

Short description

VML MAP is a Copenhagen-headquartered global consultancy that implements and operates marketing automation, personalization, loyalty, and CRM programs across Adobe, Salesforce, Google, and Braze. It serves large enterprise clients in CPG, retail, automotive, entertainment, and financial services from 14 offices as part of WPP's VML network.

Ownership category

akta.pro rank

Product category

Marketing Technology Consulting

NAICS

Computer Systems Design Services (541512)

SIC

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

akta.pro primary industry

Enterprise Application Data Migration & Master Data Management Services (BPAEAGAJ)

akta.pro secondary industry

Data Modeling & Semantic Layer / Business Glossary (HDAEADAJ)

Keywords

• Marketing automation consulting
• CRM implementation services
• Personalization at scale
• Loyalty program design
• Data engineering infrastructure

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices13 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting and Professional Services: VML MAP provides strategic consulting, implementation services, and ongoing managed services for marketing automation, CRM, personalization, and loyalty programs. Revenue is generated through project-based engagements, retainer contracts, and managed services engagements with enterprise clients.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

VML MAP is an enterprise consultancy that designs, implements, and scales marketing automation, personalization, loyalty, and CRM solutions for global brands. The firm combines strategic consulting with technical implementation expertise across major marketing cloud platforms (Adobe Experience Cloud, Salesforce Marketing Cloud, Google Cloud, Braze) and builds the underlying data infrastructure (cloud data warehouses, pipelines, CDPs) that powers omnichannel customer engagement at scale.

Product overview

VML MAP is a world-leading centre of excellence for Marketing Automation, Personalization, Loyalty, and CRM at scale. The company operates as a consultancy combining strategic consulting with implementation expertise. Their service portfolio includes Marketing Automation Services (implementing Adobe Campaign, Salesforce Marketing Cloud, Braze), Personalization at Scale (hyper-personalized customer experiences via CRM and marketing technology), Loyalty Program Design & Implementation (programs focused on customer lifetime value), CRM Consulting & Implementation (customer-centric transformation), and Data Engineering & Infrastructure (data pipelines, cloud platforms, CDP integrations). They also maintain internal tools through their Catalyst team. VML MAP serves global clients across furniture, automotive, beauty, entertainment, and other industries, with 14 offices across North America, Europe, and Asia.

Differentiator

Problem solved

Functional benefit

Products and services

• Marketing Automation Services

Quantifiable outcome

• 20% reduction in marketing spend for furniture retailer transformation
• +6 more outcomes

Named customers21 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability7 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• AdobecoreTechnology or IntegrationStrategic partnership with Adobe as a marketing cloud platform partner. VML MAP implements Adobe Experience Cloud solutions including Adobe Campaign, Adobe Journey Optimizer, Adobe Target, Adobe Audience Manager, and Adobe Experience Platform. Expertise in scaling Adobe implementations from 1 to 41+ markets.
• SalesforcecoreTechnology or IntegrationStrategic partnership with Salesforce as a marketing cloud platform partner. VML MAP provides Salesforce Marketing Cloud implementation, development, and consulting services including SFMC development, Einstein AI, Adstudio, and Social Studio.
• GooglecoreTechnology or IntegrationStrategic partnership with Google as a marketing cloud platform partner. VML MAP leverages Google Cloud Platform capabilities for data engineering, analytics, and martech integrations.
• BrazecoreTechnology or IntegrationStrategic partnership with Braze as a marketing cloud platform partner. VML MAP implements Braze customer engagement platform for cross-channel marketing automation and personalization.
• WPPflagshipOthersVML MAP is part of VML, which is part of the WPP network. VML encompasses offices in 90 markets with more than 20,000 employees. WPP is the parent company providing global scale and resources.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Merkle: Owned by dentsu, Merkle is a leading data-driven marketing technology and CRM services firm specializing in Adobe, Salesforce, and other martech platform implementations for enterprise clients — directly comparable to VML MAP's positioning.
• Epsilon: Publicis-owned Epsilon provides marketing technology, data, and CRM services for enterprise brands, with deep Adobe/Salesforce implementation capabilities and similar client rosters — a direct comparable on scope and scale.
• Ansira: Ansira is a marketing technology and channel partner services firm offering CRM, personalization, and loyalty implementations — directly comparable to VML MAP's core service lines for mid-market and enterprise clients.
• Wunderman: Also within WPP, Wunderman is a sibling creative/data/CRM agency network with overlapping marketing technology implementation capabilities and similar enterprise client profiles as VML MAP.

Broad incumbents

• Publicis Sapient: Publicis Sapient is a large digital business transformation firm that includes martech implementation, CRM consulting, and data engineering — broader portfolio but overlapping CRM/marketing transformation capabilities with VML MAP.
• Accenture Song: Accenture Song is Accenture's customer experience and marketing transformation practice delivering CRM, martech, and personalization at scale for global enterprises — broader services portfolio but directly competes for the same enterprise transformation mandates.
• Deloitte Digital: Deloitte Digital is the consulting giant's customer and marketing practice offering CRM, martech, and Adobe/Salesforce implementation across industries — broader portfolio and larger scale than VML MAP but competes for the same enterprise clients.
• Cognizant: Cognizant's digital practice provides CRM, martech, and Adobe/Salesforce implementation services to global enterprises — a broader IT services incumbent that competes for enterprise martech transformation work.
• IBM Consulting: IBM Consulting (formerly iX) provides customer experience, martech, and CRM transformation for Fortune 500 enterprises — broader systems integrator competing for the same Adobe/Salesforce enterprise implementation mandates.

Emerging players

• Slalom: Slalom is a fast-growing consultancy with significant martech/CRM practice and strong Adobe/Salesforce partnerships — emerging challenger competing for enterprise marketing transformation work.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/vml-map
• Instagraminstagram.com/vmlmap?igsh=enE5YzBqMWk4eGpj&utm_source=qr

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about VML MAP