WPP names Eric Campbell as VML Global Chief Executive

WPP said Jon Cook will leave the group and hand over the Global Chief Executive Officer role at VML to Eric Campbell. Cook will remain in post through March 2027.

The change also affects WPP Creative, where Cook serves as Chief Executive Officer, though further details on that leadership structure will be shared later.

Cook has spent about 30 years at VML and was a central figure in creating the current business through the merger of VMLY&R and Wunderman Thompson. He also led the creation of VML in 2024, bringing together operations across more than 55 markets.

He took on the WPP Creative brief in February 2026, putting him in charge of a portfolio that includes VML, Ogilvy, Grey, Burson, AKQA, Landor and Design Bridge & Partners.

Campbell, currently Chief Executive Officer of VML and WPP Creative in North America, will become Global Chief Executive Officer of VML on 1 March 2027. He will keep his North America role at WPP Creative and begin the transition with Cook immediately.

The succession plan gives WPP a lengthy handover at one of its largest creative businesses. VML is one of the group's main agency networks and a prominent part of its broader creative organisation.

Leadership change

WPP Chief Executive Officer Cindy Rose praised Cook's record and said he would remain involved during the transition.

"Jon's contribution to VML, WPP and our entire industry has been extraordinary. He is an exceptional builder - of enduring client partnerships, world-class agencies and a culture built on generosity, optimism and genuine care for people. I am deeply grateful for everything he has done for WPP, and I appreciate his commitment to partner with us through March 2027 to ensure our teams, clients, and new leaders maintain their incredible momentum," said Cindy Rose, Chief Executive Officer of WPP.

Cook said the decision followed a long career at the company and that he planned to build something new, though he has not announced his next role.

"This has been one of the hardest decisions I have ever made in my life. But after three decades of pouring everything I have into this agency and all of WPP, it is time to build something new. VML and WPP Creative are operating from positions of tremendous strength and this is the right moment for other voices to lead. I am immensely proud of our teams, the iconic work we produce with our clients and the one-of-a-kind culture we have built. I look forward to working closely with Cindy and the WPP and VML leadership teams over the coming months to execute a thoughtful transition," said Jon Cook, Global Chief Executive Officer of VML and Chief Executive Officer of WPP Creative.

Campbell's role

Campbell has been with VML for more than 25 years and has held several senior roles across the business, including President of VML, Global President of VMLY&R, Global Chief Client Officer and Chief Executive Officer of VML North America.

His appointment points to an internal succession process rather than an external search. It also keeps leadership of VML in the hands of an executive with experience across both client management and regional operations.

Rose said Campbell has played a long-standing role in shaping the agency.

"Eric has been central to VML's success for more than 25 years and has helped shape the client relationships, operational strength and culture that make the agency so distinctive. He knows this business deeply, he understands what makes VML special, and he has the trust of teams and clients around the world. I am delighted that he will lead VML into its next era, working closely with Jon and the leadership team to ensure a seamless transition and continued momentum for our clients and people," said Rose.

VML's standing

WPP highlighted VML's recent industry awards during Cook's tenure, including recognition at Cannes Lions, the Effies, Ad Age A-List, WARC Creative 100, Campaign US and New York Festivals. The network has also received recognition in commerce and customer experience research from Forrester and Gartner.

Most recently, VML was named Campaign's 2026 Global Agency of the Year. It was also ranked the number two creative network of the year at Cannes Lions and won the most Gold Lions of any network.

The management change comes as WPP continues to reshape its agency structure around larger brands and broader service lines. Cook's recent remit across WPP Creative reflected the group's push to coordinate its creative networks more closely under a single leadership layer.

For now, the clearest immediate outcome is continuity at VML, with Cook staying on for several months and Campbell beginning the transfer of global responsibilities immediately.