VML combines creative and tech to accelerate and elevate brands

CEO of ‘new’ agency in the Netherlands is rewriting the roadmap of brand management

There’s a new agency in town. But actually, it isn’t new at all. The merger of VMLY&R and Wunderman Thompson, completed in February 2024, will offer global brands the seamless brand management strategies they need to stand out in highly competitive markets.

Ubbo Maagdenberg, CEO of VML Netherlands, explains why VML will facilitate growth for its clients. “We often see a disconnect between the briefs for advertising, marketing, communication, and commerce initiatives within companies,” Ubbo begins. “However, without a brand experience (BX), no brand value can be created. Without brand value, there’s no road to customer experience (CX). And without CX, even the best commerce tech won’t facilitate a sale. VML brings BX, CX and commerce together and blends in people and process. With VML, companies can align all of these strategies under one roof, and offer their customers a truly seamless experience.”

Combining strengths

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As the CEO of two of VML’s predecessors – Emark and Wunderman Thompson Commerce & Tech – Maagdenberg has been leading the agency’s tech and commerce strategy for nearly 15 years. With the merger, he aims to add the award-winning creative power that made VMLY&R a global player in BX with the expertise of Wunderman Thomson Tech & Commerce to create ultimate value for clients. “Not a lot of people know that VML is one of the top companies in the world at delivering the world’s most awarded creative campaigns. Combining this creativity with our unique power in execution through CX and CO is very valuable for our clients.”

Just three months after the merger, clients are already reaping the benefits. Two global brands have signed up with VML to manage their commerce and CX strategies simultaneously. “Typically, clients focus on one area of their brand expression at a time, using different agencies for advertising, product marketing, and commerce,” Maagdenberg says. “But this leaves a lot of opportunity on the table. An orchestrated approach is more efficient and will be more successful. When we guide clients through the process of streamlining and aligning every advertisement, brand expression, label, customer interaction, and purchase, they uncover new opportunities to reach, engage, and retain their customers.”

VML brings BX, CX, and commerce together and blends in people and process. With VML, companies can align all of these strategies under one roof, offering customers a truly seamless experience that drives brand value and fosters lasting connections.

Ubbo Maagdenberg

CEO of VML Netherlands

Global reach for local benefit

Maagdenberg says that VML will focus within and beyond borders. “We will put the expertise of our 500 colleagues in the Netherlands to work in the Benelux. They will help our local clients create the best customer experiences possible. But they also work with VML offices around the world, and our Centers of Excellence (specialized expertise hub) ensure that the right expertise is close at hand, no matter where our clients operate. Our global presence gives us the size and power to address any CX challenges our clients face, and develop solutions that blend creativity and efficacy. Our best-in-class data operations and technological know-how will ensure that efforts are not only creative, but also effective and manageable, no matter the scale.”

The agency’s sheer size will also help clients find new opportunities for growth. “There isn’t a single company in the world that can say, ‘We’ve got a great CX, and now we can stop.’ Every company must constantly evolve, grow, and elevate their CX,” he explains. “Now that VML can ensure alignment across all aspects of customer interaction, that growth is not only controlled, but also manageable, effective, and adaptive. When we apply AI, the effect is even stronger.” Maagdenberg’s strategy also includes another twist. “It’s my goal to help B2B companies behave like B2C companies. I’m convinced this can open up opportunities and new revenue streams. VML’s unparalleled expertise in the B2C space can help B2B companies reinvent their position in the market.”

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