MERCADEO Versión en español
VML brings together a dream-team for its global creative leadership
Josefina Blanco| 22 de enero de 2024
Equipo creativo de VML
VML, launched earlier this month through the merger of WPP’s VMLY&R and Wunderman Thompson, today announced its global creative leadership team. The team brings together some of the most awarded creative leaders in the industry.Led by award-winning creative Debbi Vandeven, former global VMLY&R chief creative officer, the team comprises industry veterans with unique expertise to drive creative excellence across the agency’s diverse brand portfolio. This commitment to pushing creative boundaries underscores VML’s dedication to delivering unparalleled value and setting new standards in the ever-evolving landscape of global creativity.“I’m thrilled to unite the wonderful creative talent from our two agencies. I have no doubt that we will work as a team to deliver brave, smart work that emotionally connects with people to deliver outstanding results for our clients. Anything we can dream up, we can create — we have the talent to do it. And that’s incredibly exciting,” Vandeven said.Jon Cook, global CEO of VML, said: “VML has a rich legacy of creating culture-shaping brands that connect emotionally and drive growth. Our belief is that creative must and will span three critical areas: brand experience, customer experience, and commerce. Creativity runs through all of them and unites them. This outstanding team of global creatives led by Debbi Vandeven is our industry’s best, bar none, and represent the importance of creativity at the core of our business.”Debbi Vandeven is the global chief creative officer of VML. Leading a team of global creatives, Vandeven will continue to drive the strategic vision and evolution of the agency’s creative product. Since joining the agency in 2000, Vandeven has fostered a collaborative creative environment that delivers award-winning solutions that drive business results for the world’s most recognized and celebrated brands. Her leadership has propelled VML to unprecedented growth and recognition, earning the highest accolades from top international award shows.Rafa Pitanguy, continuing as deputy global chief creative officer and global CCO for The Coca-Cola Company, has played a pivotal role since joining VML (then Y&R) in Brazil in 2016. He helped transform the agency into a top creative force across LATAM and worldwide. Pitanguy led the agency to consecutive Cannes Lions Agency of the Year awards in 2021 (for Good track) and 2022 (Entertainment).Kaleeta McDade has been named global chief experience design officer (CXDO) and global CXDO, The Coca-Cola Company. McDade will continue to lead the agency’s growing experience design team, bridging creative storytelling, technology, design and user experience for clients across VML’s client portfolio. McDade is renowned for her demonstrated prowess in driving impactful results for brands. She excels in crafting strategic visions that not only strengthen customer relationships but also resonate across every phase of the engagement life cycle.Manuel Bordé will serve as global chief creative officer, commerce. His remit covers global creative responsibilities for the agency’s leading end-to-end creative commerce capability. Bordé previously served as CCO lead for VMLY&R Commerce, leading brands into the next great era and accelerating the delivery of creative commerce at the intersection of physical, digital, and social.Mel Routhier has been promoted to global chief creative officer, health. Routhier joined VMLY&R in 2020 to serve as chief creative officer in Chicago. In 2023, she served as jury president at the Cannes Lions Festival of Creativity for the Health & Wellness Lions.Bas Korsten has been named global chief creative officer, innovation, and co-chief creative officer, EMEA. Korsten has served as global chief creative officer of Wunderman Thompson since 2019. Under his leadership, Wunderman Thompson was named Most Innovative Network by the Cannes Lions for 2020/2021 and received the Innovation Grand Prix for Unilever’s Degree Inclusive, the world’s first inclusive deodorant for people with visual and upper extremity impairment.
