#17: Blending Creative and Tech at Scale, With VML's Jon Cook

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Apr 14, 2025

Jon Cook, CEO of VML, a leading global marketing agency, shares insights from his 29 years with the company. He discusses VML's evolution through significant mergers, blending creativity and technology, and the role of their Enterprise Solutions group in driving success. Jon emphasizes the agency’s investment in AI and its adaptation to geopolitical challenges while maintaining core values like DEI. The conversation dives into navigating a competitive market and the balance of brand power amidst financial dynamics.

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ANECDOTE

VML's Evolution

Jon Cook, CEO of VML, has been with the company for 29 years.
VML has undergone mergers and name changes, incorporating historic brands like Wunderman, JWT, and Y&R.

INSIGHT

Blending Creative and Tech

VML uniquely blends world-class creative advertising with deep technology, commerce, and customer experience capabilities.
This integrated approach sets them apart from competitors who specialize in either creative or tech.

INSIGHT

Enterprise Solutions Group

VML's Enterprise Solutions Group, led by Jeff Gaheb, comprises 40% of the company.
This group focuses on technology, transformation consulting, commerce, and customer experience.

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Jon Cook, CEO of VML, joins co-hosts Olivia Morley and Brian Wieser to talk about the agency’s evolution and what it means to lead a business that spans both world-class creative and deep enterprise technology.

Jon walks through how VML was formed through a series of mergers — including Wunderman, J. Walter Thompson, and Y&R — and how the newly unified brand operates across creativity, commerce, customer experience and technology. He explains the structure of VML’s Enterprise Solutions group, which makes up roughly 40 percent of the company, and why the agency’s growth often hinges on integrating those capabilities with its creative engine.

The conversation also covers AI investments, DEI policy implementation across markets, and how the agency prepares for geopolitical uncertainty while staying grounded in consistent values.

Plus, Olivia, Brian and Jon discuss:

Havas earnings and the tone of “normal” in Q1 performance
The brand power — and business dissonance — of Stagwell’s Sport Beach
BarkleyOKRP’s latest acquisition and how VML thinks about fine-tuning through M&A.

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A Note From Our Sponsor

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