VML appoints Joe Petyan as UK CEO

VML has appointed Joe Petyan as chief executive officer of VML UK, placing him in charge of the agency’s creative, data and technology capabilities in one of its key markets. Based in London, Joe Petyan will lead a unified UK organisation aimed at delivering integrated brand and transformation work for clients.

Joe Petyan steps into the role after almost 30 years in the industry. Most recently, he served as WPP global client lead for HSBC and Haleon, overseeing two of the group’s largest global accounts. His career includes five years as an agency head, during which he built and led multidisciplinary teams for international brands.

Unified leadership for the UK market

In his new position, Joe Petyan will oversee the operational alignment of the core UK agency with VML’s Enterprise Solutions business. This unit brings together the network’s technology and data specialists, combining consulting, customer experience, commerce and technology transformation capabilities.

VML UK now brings the full breadth of the network’s services together under one structure. The agency positions this integrated model as a way to help brands address complex business challenges while identifying opportunities for growth.

Integrating creativity, data and technology

Joe Petyan will work alongside the existing executive team and plans to confirm a broader leadership group in the coming months. Together, they will focus on VML’s human-first creative approach in the UK, with an emphasis on insight-led and culturally relevant work supported by technology.

Ewen Sturgeon, chief executive officer, VML EMEA: “Joe’s appointment marks an important next chapter for VML in the UK. He brings superb strategic and creative judgement, deep relationship-building expertise and a dynamic leadership style that inspires people around him to push further. Joe understands how to connect creativity, data, and technology in ways that deliver real business value for clients. I’m excited about where he will take VML UK in 2026 and beyond as we continue to strengthen our position in this critical market.”

Executive collaboration and continuity

Joe Petyan: “The combination of our people, creativity, and technology represents a pretty unique offering. Of course, VML UK builds brands but in concert, VML delivers technologically connected experiences and business outcomes for clients. It’s a genuinely exciting proposition that I can’t wait to be a part of.”

Joe Petyan begins in the role immediately, marking the transition to a single UK organisation designed to support both brand growth and large-scale transformation.

VML’s former UK chief executive officer, Pip Hulbert, who moved into the role of chief client officer, international markets in October, will work closely with Joe Petyan to support connectivity and innovation across global client relationships.

www.vml.com

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