Vicky Cole named CEO of VML Latin America

VML has appointed Victoria Cole as CEO of its Latin America operations. She succeeds Juan Pablo Jurado, who will retire in early 2026 after more than 30 years at WPP agencies across the region.

Cole, widely known as Vicky, brings close to three decades of leadership experience in advertising, brand transformation and client growth. She was recognized as a Woman to Watch in Argentina and earned a Cannes Lions Innovation Grand Prix for her work with Unilever. Since 2023, she has been CEO of VML Argentina, where she oversaw strong growth and creative recognition in sectors including consumer goods, retail and health. Cole will report to Mel Edwards, Global President.

Jurado has played a central role in shaping VML’s presence in Latin America, having led Wunderman, Wunderman Thompson and VML across the region. His career has been marked by integrating creativity, strategy, technology and data to support client transformation.

Jon Cook, Global CEO, VML: "Vicky is a leader who has been integral in shaping VML LATAM’s evolution. I am extremely grateful to Juan Pablo for his tireless commitment and legacy-creating leadership at VML, Wunderman Thompson and WPP throughout his career."

In addition to Cole’s appointment, Emiliano Galvan has been promoted to CEO of VML Argentina after serving as Chief of Offshore Business at VML LATAM. He has held senior roles at the agency, previously Wunderman Thompson, for more than 20 years.

Mel Edwards: "Vicky’s ability to connect with our clients and our people means this transition will be seamless and ripe for growth. Vicky has worked closely with Juan Pablo for more than 20 years, a partnership that reflects the people-centric nature of advertising."

Cole highlighted the opportunities ahead for VML in Latin America. Victoria Cole: "I am deeply honored to step into the role of CEO for VML LATAM at such a crucial moment. Juan Pablo has set an incredible foundation of creative excellence, collaboration and client partnership across the region. I look forward to leading our teams, delivering transformative work for clients, and nurturing a culture where people can thrive and grow."

Juan Pablo Jurado: "There isn’t anyone more credentialed or passionate to take on the CEO VML LATAM role than Vicky. Working together has been a highlight of my career, and I am excited to see the momentum she creates in the years ahead."

VML LATAM is one of the agency’s strongest regions, with growth in consumer goods, retail, health and pharma. It has recently added clients such as YPF, Audible, Abbott and Adobe. The agency attributes its success to its integrated approach to brand experience, customer experience and commerce, supported by its Human First creative philosophy.

www.vml.com

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