Jon Cook to Leave WPP After Three Decades

Cook's departure will conclude a career at VML spanning approximately 30 years.

He helped guide the business from an emerging digital agency in Kansas City into a global creative network operating across more than 55 markets.

Cook has been closely associated with VML's evolution through several periods of significant transformation within the global advertising industry.

His tenure covered the rise of digital marketing, social media, e-commerce, data-driven advertising and, more recently, artificial intelligence and enterprise technology.

Cook Will Remain Through March 2027

WPP has structured the leadership change around an extended transition.

Cook will continue performing his existing responsibilities through March 2027 rather than departing immediately.

The arrangement gives Campbell several months to work alongside Cook while assuming greater responsibility for VML's global operations.

For a network operating across dozens of international markets and serving major multinational clients, a lengthy handover can help maintain continuity across client relationships, employees and regional leadership teams.

Eric Campbell Named Incoming Global CEO

Eric Campbell will succeed Cook as Global CEO of VML in March 2027.

Campbell currently serves as CEO of both VML and WPP Creative in North America.

He will retain his WPP Creative North America responsibilities after assuming the global VML position.

The appointment represents an internal succession rather than bringing in an executive from outside the organisation.

That provides VML with a leader who already has extensive knowledge of its clients, operating structure and corporate culture.

Campbell Has Spent More Than 25 Years at VML

Campbell has worked with VML for more than 25 years.

During that period, he has held several major leadership positions across the organisation.

His previous roles include President of VML, Global President of VMLY&R, Global Chief Client Officer and CEO of VML North America.

The breadth of those positions has given Campbell experience across global client management, agency operations and regional leadership.

It also means the incoming CEO has worked closely with Cook through much of VML's development.

Campbell Begins Transition Immediately

Although Campbell will not formally become Global CEO until March 2027, the transition of responsibilities begins immediately.

He will work with Cook and the wider VML leadership team over the coming months.

The extended transition is intended to minimise disruption for both employees and clients.

Global advertising networks often manage relationships involving multiple markets and business units, making continuity particularly important when senior leadership changes.

Cook Led Creation of Current VML in 2024

One of Cook's most significant recent achievements was overseeing the formation of the current VML network in 2024.

WPP combined VMLY&R and Wunderman Thompson to create the new organisation.

The merger brought together capabilities spanning brand experience, customer experience, commerce, data and enterprise technology.

The combined network operates across more than 55 markets and became one of the central agency brands within WPP.

The integration reflected the broader advertising industry's shift toward agencies capable of combining creativity with technology, data and customer experience.

VML Became Broader Marketing and Technology Platform

The current VML model extends beyond traditional advertising.

Brands increasingly require agencies to manage customer experiences across advertising, digital platforms, commerce and technology.

VML was structured around this convergence.

Its services span creative advertising, customer experience, commerce, data and enterprise technology, allowing the network to compete for broader transformation mandates from large companies.

Campbell will inherit responsibility for maintaining and developing this integrated model as technology continues changing the marketing industry.

Cook Took Over WPP Creative in February 2026

Cook's responsibilities expanded further in February 2026 when he became CEO of WPP Creative.

WPP launched the organisation as part of its Elevate28 strategy.

WPP Creative brings together a portfolio that includes VML, Ogilvy, Grey, Burson, AKQA, Landor and Design Bridge & Partners.

The structure is intended to strengthen coordination across WPP's creative businesses while allowing its individual agency brands to maintain their identities and specialist capabilities.

Cook's departure therefore creates a leadership question extending beyond VML itself.

WPP Creative Succession Still to Be Announced

WPP has confirmed Campbell's succession at VML but has not yet announced who will replace Cook as CEO of WPP Creative.

The company said further details regarding the continuing leadership structure across WPP Creative will be announced separately.

Campbell will continue leading WPP Creative North America alongside his new global VML responsibilities, but WPP has not said that he will assume Cook's overall WPP Creative CEO position.

The distinction is important because Cook currently holds two separate senior roles.

Cindy Rose Backs Leadership Transition

WPP CEO Cindy Rose credited Cook with building client relationships, agencies and organisational culture during his long career with the group.

She also emphasised Campbell's extensive experience within VML and his understanding of the organisation's clients and operations.

Campbell's long tenure provides WPP with continuity at a time when the wider group is undergoing significant strategic change.

Internal succession can also reduce the learning period associated with appointing an external executive to lead a complex multinational network.

Cook Says It Is Time to Build Something New

Cook has said his decision reflects a desire to pursue a new chapter after spending approximately three decades with VML and WPP.

He indicated that he believes VML and WPP Creative are operating from positions of strength as he prepares to leave.

Cook has not formally announced his next venture.

For the immediate future, he will remain focused on VML and WPP Creative while completing the leadership transition.

His eventual plans are likely to attract significant attention across the global advertising industry given his long experience building and managing large creative organisations.

VML Enters Transition From Position of Industry Recognition

The leadership change follows a period of significant industry recognition for VML.

The network was recently named Campaign's 2026 Global Agency of the Year.

At the 2026 Cannes Lions International Festival of Creativity, VML was ranked the second Creative Network of the Year and won more Gold Lions than any other network.

VML has also received recognition across the Effies, WARC Creative 100, Ad Age A-List, Campaign US and New York Festivals.

Its commerce and customer-experience capabilities have additionally received recognition from industry research organisations including Forrester and Gartner.

Campbell Inherits Large Global Network

Campbell's responsibilities as Global CEO will extend well beyond creative advertising.

VML's scale means he will oversee a network serving multinational clients across dozens of markets.

The agency competes across creative work, commerce, digital transformation, customer experience and technology.

Managing this breadth requires balancing global scale with local market expertise.

Campbell will also need to maintain collaboration across regions while ensuring that major clients can access VML's full range of capabilities.

AI Is Transforming Global Advertising

The leadership transition occurs during one of the advertising industry's most significant technological shifts.

Generative artificial intelligence is changing how agencies create content, analyse audiences, personalise campaigns and automate production.

AI could substantially increase productivity, but it also creates questions about pricing models, intellectual property and the role of traditional agency services.

Large advertising groups are investing heavily in AI platforms and partnerships as they attempt to integrate the technology across their businesses.

Campbell's tenure will therefore begin as agencies reconsider how creative and technology capabilities should work together.

WPP Continues Broader Organisational Transformation

The transition also takes place as WPP continues restructuring its global operations.

The company has been simplifying its agency portfolio, strengthening its largest brands and increasing coordination across businesses.

WPP Creative is part of that strategy.

By bringing several major creative companies under a broader leadership structure, WPP aims to make it easier to combine capabilities for global clients.

The eventual appointment of Cook's successor at WPP Creative will therefore be another important step in the group's organisational evolution.

Client Continuity Will Be Immediate Priority

Leadership changes at major advertising networks are closely watched by clients because senior executives often play important roles in long-term relationships.

Campbell's existing client leadership experience could help maintain continuity.

His previous position as Global Chief Client Officer gave him direct exposure to multinational relationships across the network.

The extended handover with Cook provides additional time to ensure that important client relationships and strategic initiatives are transferred smoothly.

Internal Appointment Preserves VML Culture

Campbell's appointment also preserves continuity in VML's organisational culture.

After more than 25 years with the agency, he has participated directly in many of its major transformations.

That institutional knowledge could prove valuable as the network continues integrating creative, commerce and technology capabilities.

At the same time, moving into the global CEO position gives Campbell an opportunity to establish his own strategic priorities as VML responds to changing client expectations and technology.

Conclusion

Jon Cook will leave WPP in March 2027 after approximately three decades helping build VML into one of the group's largest global creative networks.

Cook will remain Global CEO of VML and CEO of WPP Creative through the transition period, while Eric Campbell immediately begins preparing to assume global responsibility for VML.

Campbell, a VML veteran of more than 25 years who currently leads VML and WPP Creative in North America, will become Global CEO of VML in March 2027 while retaining his WPP Creative North America position.

The succession provides VML with leadership continuity as WPP continues reorganising its creative businesses and the advertising industry adapts to rapid changes in artificial intelligence, technology and client marketing requirements.