Global digital agency VML launches in Sydney as part of Y&R Group – headed by Aden Hepburn and creatively overseen by Y&R ECD Julian Watt

VML, a leading global digital marketing agency with more than 1,000 employees on five continents, has launched full operations in Australia in collaboration with Y&R. The new office in Sydney is part of a global rollout and follows the recent launch of offices in São Paulo, Singapore and Mumbai, extending the agency’s reach, resources and expertise.

In addition to operating as a full-service digital marketing provider, VML is partnering with Y&R to serve as a digital backbone for shared clients and initiatives.

VML’s new Australian operation in Sydney will be led by managing director Aden Hepburn (left), formerly head of digital at Ideaworks and creatively overseen by Y&R Sydney Group executive creative director Julian Watt (below left).

Hepburn is a recognized digital industry leader and operates Digital Buzz, Australia’s leading marketing blog, which is ranked in the world’s top 10 by AdAge. He is also a member of the Communications Council’s Digital committee. Additionally, Betsy Ligibel, longtime VML Account Supervisor, is moving from VML’s New York City office as one of the founding leads on Hepburn’s team.

Since VML’s founding 20 years ago, the agency has consistently delivered creative solutions at the intersection of marketing and technology. VML’s client portfolio includes Colgate-Palmolive, Dell, Ford, Gatorade, Kellogg, Microsoft, Revlon, SAP, Western Union, Xerox and others. Recently VML was selected by Advertising Age as one of the top-10 Standout advertising and marketing agencies in North America in its Agency A-List program.

“Extending VML’s robust global digital backbone to one of the world’s great business centers is a critical component of our ability to serve our global client partners,” said Jon Cook, VML CEO and President. “Together, VML and Y&R can deliver the most comprehensive enterprise-level marketing solutions to leading Australian companies.”

“Clients expect and deserve a world-class digital offering,” said Russel Howcroft, CEO, Y&R Australia and New Zealand. “VML’s strong growth and proven track record of helping global brands navigate the frontiers of contemporary marketing speaks for itself.”

“VML will greatly enhance our digital capabilities in the Australian market,” Hepburn said. “It will push the boundaries of digital creativity on every level, driven through high-end technology, innovation and strategic focus that not many agencies can match.”

VML’s new Australian operation will offer a comprehensive suite of digital services across its core pillars of digital account management, channel activation, creative, project management, research and analytics, strategic planning, technology and user experience. Additionally, it will leverage the full depth of resources available throughout the VML global network.

VML is expected to have close to 50 staffers in the Sydney office over the next few months. Offices in Melbourne and Brisbane are scheduled to open this year. Foundation clients of the agency include Emirates, Revlon and Hill’s Pet Nutrition.