Jon Cook, the global chief executive of VML and CEO of WPP Creative, will leave WPP in March 2027, bringing an end to a three-decade career with the advertising and marketing group.
Cook will continue in both leadership roles until March next year to support a planned transition. Eric Campbell, a long-time VML executive and currently CEO of VML and WPP Creative in North America, will succeed him as Global CEO of VML in March 2027.
The leadership change comes at an important point for VML and its parent company WPP, as the global advertising industry continues to evolve around artificial intelligence, data, technology and increasingly integrated marketing services.
Campbell will take charge of VML globally while continuing as CEO of WPP Creative North America. He will begin working with Cook immediately on transferring global responsibilities, giving clients and employees several months to adjust to the new leadership structure.
For Campbell, the move marks the next stage of a career that has been closely linked with VML for more than 25 years. He has held several senior positions across the organisation, including President of VML, Global President of VMLY&R, Global Chief Client Officer and CEO of VML North America.
His long association with the agency means the transition will largely remain within the existing leadership team. WPP CEO Cindy Rose said Campbell had played a central role in shaping VML’s client relationships, operations and culture and understood the business and its global teams deeply.
Cook’s departure, meanwhile, closes a significant chapter in VML’s history. He joined the agency three decades ago when it was an emerging digital agency based in Kansas City. Over the years, he helped oversee its expansion into a global marketing network.
One of the biggest milestones came in 2024, when Cook led the creation of VML through the combination of VMLY&R and Wunderman Thompson. The merger brought together capabilities spanning brand experience, customer experience, commerce, data and enterprise technology across more than 55 markets.
The resulting organisation has around 25,000 marketing professionals globally, according to VML. Its client portfolio includes major international brands across sectors such as consumer goods, technology, automotive, healthcare and food and beverages.
Cook’s responsibilities expanded further in February 2026, when he was appointed CEO of WPP Creative. The unit brought together WPP’s major creative agencies, including VML, Ogilvy, Grey, Burson, AKQA, Landor and Design Bridge & Partners, under a unified leadership structure as part of WPP’s wider Elevate28 strategy.
His exit therefore comes less than a year after taking on the additional WPP Creative role. WPP said further details about the leadership structure across WPP Creative would be announced separately.
Cook said leaving after 30 years was one of the hardest decisions of his life. He said he was proud of the teams, client work and culture built during his tenure and would work with WPP and VML leadership during the coming months to ensure a smooth handover.
The timing also follows a strong run of industry recognition for VML. The agency was recently ranked the No. 2 Creative Network of the Year at Cannes Lions and won the highest number of Gold Lions among networks, according to VML. It was also named Campaign’s 2026 Global Agency of the Year.
VML has received recognition beyond traditional advertising as well, particularly in customer experience, commerce and technology. Research and advisory firms including Forrester and Gartner have recognised the agency’s capabilities in these areas.
That broader positioning reflects how the advertising business has changed. Agencies are increasingly expected to combine creative strategy with customer data, commerce, technology and digital experiences rather than operate purely as traditional advertising firms.
Campbell’s experience across client leadership, operations and regional management will now become important as VML enters its next phase. His immediate priority will be to work alongside Cook while maintaining relationships with global clients and teams.
WPP has not announced what Cook plans to do after leaving the company. His departure will also leave the group preparing for another leadership adjustment following its broader restructuring under CEO Cindy Rose.
For VML, however, the transition has been deliberately planned rather than abrupt. Cook will remain in place until March 2027, while Campbell begins taking on global responsibilities immediately.
The handover gives the agency several months to transfer leadership responsibilities while maintaining continuity for employees and clients. It also marks a shift from the executive who helped build the modern VML to a leader who has spent more than two decades inside the organisation and knows its global operations firsthand.
As Campbell prepares to take over, the focus will be on maintaining VML’s momentum while navigating a marketing industry increasingly shaped by technology, artificial intelligence and changing client expectations.