Victoria Cole Named CEO, LATAM at VML

VML has appointed Victoria Cole as the CEO for its LATAM region. She takes over from Juan Pablo Jurado, who will retire in early 2026 after a long career with WPP agencies in Latin America.

Vicky Cole brings close to 30 years of experience in advertising and business transformation. Since 2023, she has been leading VML Argentina as CEO, where she helped drive strong business growth and creative success across sectors like FMCG, retail, and healthcare. She will report to Mel Edwards, Global President of VML.

Over the years, she has worked on major brands such as Coca-Cola, Microsoft, and United Airlines. She started her career with agencies like BBDO and Publicis, and later joined the WPP network through J.W. Thompson in Mexico, continuing her journey within the group.

The company also announced that Emiliano Galvan has been promoted to CEO of Argentina. He has been with VML (formerly Wunderman Thompson) for more than 20 years and has held several leadership roles.

Speaking about the leadership change, Jon Cook, Global CEO of VML, said Vicky has played a key role in shaping the agency’s growth in the region and is well-suited to take the business forward. He also appreciated Juan Pablo Jurado’s long-standing contribution and leadership.

Mel Edwards added that Vicky’s strong connection with both clients and teams will ensure a smooth transition and continued growth for the LATAM business.

Sharing her thoughts, Victoria Cole said she is honoured to take on this responsibility and build on the strong foundation created by Juan Pablo. She added that she looks forward to working with teams across the region to drive innovation, deliver impactful work for clients, and create a culture where people can grow and succeed.

Juan Pablo Jurado also expressed confidence in Vicky’s leadership, calling her the right person to lead the region forward. He reflected on his long journey with the organisation and said he is proud of what the team has achieved over the years.

VML LATAM continues to be one of the company’s strongest regions, with consistent growth and new client wins. The agency’s success is driven by its integrated approach combining brand experience, customer experience, and commerce, supported by a people-first creative philosophy and strong technology capabilities.