Y&R becomes VMLY&R in merger

WPP combines two agencies to "deliver a contemporary, fully integrated digital and creative offering"

WPP has merged two of its agency brands, VML and Y&R, to create a new agency, VMLY&R. The holding group says the move will deliver a contemporary, fully integrated digital and creative offering to clients on a global scale.

In the region, Roy Haddad, director of WPP MENA, told Campaign: “The unification of the brands will be fully operational in early 2019. Whilst the full details are still being worked out, I believe this is a very exciting time for VMLY&R in the region, opening up further opportunities in scale for its clients, with a compelling brand experience offering. The uniting of the two brands will also stimulate exceptional development prospects for its talent across the agency’s dynamic MENA footprint.”

VML global CEO Jon Cook has been handed the same role at the new agency. Y&R global chief executive and chairman David Sable has been made non-executive chairman, but he is also taking an as-yet-unconfirmed role elsewhere in WPP.

“Y&R is one of the industry’s iconic agencies, known for building many of the Fortune 500’s biggest brands. Its renowned strategic approach, married with innovation and creative talent, has led to some of the most famous and culturally transformative campaigns around the world,” said WPP.

Its statement added: “VML has established itself as one of the most forward-looking agencies in today’s marketplace – blending award-winning creativity with deep expertise in digital marketing.”