VML: Simplicity At Scale

Born on January 1, 2024, the journey of VML's transformation began with the unification of two legacy entities - Wunderman Thompson and VMLY&R. The metamorphosis of VML goes beyond a mere rebranding. It’s a strategic alignment, bridging the realms of brand experience, customer engagement and a commerce company, all rolled into one.

Homecoming And A Unified Vision

Returning to India after three years, Babita Baruah finds herself at the helm of a new era for VML as the Chief Executive Officer. Reflecting on her homecoming, she remarks, “India is home and WPP has been home. Things have changed a lot in business with a focus on creativity, and technology and I see so much focus on digital and connection to growth.”

Baruah highlights that the marketing journey today extends far beyond traditional campaigns. It encompasses the entire customer lifecycle, from brand awareness to conversion. “When brand experience, customer experience and commerce come together, it's a full journey”, she stresses.

The consolidation of Wunderman Thompson and VMLY&R into VML has presented both challenges and opportunities. Baruah acknowledges the complexities of merging two distinct entities but sees it as a marriage of complementary strengths. “With this unification, we are creating a strong entity that completes the picture for both the entities”, she explains.

Growth Strategy

From a revenue standpoint, Baruah highlights, “Every business needs growth. For VML, it is simplicity at scale.” The philosophy entails a seamless workflow where teams collaborate under a singular leadership, ensuring a cohesive and efficient execution. With this, VML aims to facilitate retail conversion and enhance customer experiences to scale their businesses according to their needs.

Amidst the integration, VML is harnessing technology to empower creativity and drive innovation, leveraging WPP's expertise in generative AI. “The play of AI and generative AI with creativity is the way VML and WPP are looking at it is how to empower creativity”, she notes.

Focus Areas For 2024

As VML charts its course for the future, Baruah delineates her vision for 2024, anchored in client-centricity, talent development and technological innovation.

“The idea is at every touch point in the customer journey and to go to businesses with a full suite of solutions”, she states. The focus is on enhancing creative solutions, infusing technology and developing new capabilities, from personalised content to automated workflows. “The second would be attracting good and new talent that works with these new set of capabilities," Baruah adds.