VML elevates long-serving executive Adam Kennedy to its top Australia and New Zealand leadership position as Paul Bradbury prepares to exit the agency for a new opportunity.
VML has announced a significant leadership transition across its Australia and New Zealand operations, appointing Dr. Adam Kennedy as its next Chief Executive Officer (CEO), effective January 2027. The appointment marks a new chapter for the WPP-owned creative agency, with Kennedy stepping into the role after nine years of leadership experience within the organisation.
Kennedy will succeed Paul Bradbury, who has decided to step down from the position to pursue a new professional opportunity. Bradbury, who joined VML at the beginning of 2026, will continue with the agency until the end of December to support the leadership transition and ensure continuity across the business.
Adam Kennedy’s Journey to the Top Leadership Role
Kennedy’s elevation reflects his extensive understanding of VML’s operations, people and creative ambitions. Since joining the agency in 2017, he has played an important role in strengthening its regional presence and expanding its client relationships.
He initially joined VML as Managing Director of its Brisbane office before taking on additional responsibility for the Perth operations. Over the years, his leadership has contributed to the agency’s creative development, business transformation and client acquisition efforts.
During his tenure, Kennedy has been associated with several significant client wins, including the Brisbane 2032 Olympic and Paralympic Games, RACQ, TerryWhite Chemmart, the University of Western Australia, Visit Brisbane, Good Drinks Australia, Queensland University of Technology and Goodlife Health Clubs.
Before joining VML, Kennedy built his professional experience across leading advertising networks, including AMV BBDO in London and Clemenger BBDO in Melbourne. He spent approximately a decade working across these agencies, developing expertise in brand strategy, creative development and business growth.
He also holds a PhD in Brand from Kingston University in London and brings more than 20 years of international and domestic industry experience to his new position.
Creativity, Technology and Business Growth at the Centre
As CEO of VML ANZ, Kennedy will oversee the agency’s creative offering and guide its next phase of development. His appointment comes at a time when the advertising and marketing industry is undergoing considerable change, with artificial intelligence, emerging technologies and evolving consumer expectations reshaping how brands connect with audiences.
Kennedy has consistently highlighted the importance of creativity in driving business performance. He believes that combining strong creative thinking with technological capabilities can help brands develop meaningful connections and deliver measurable business outcomes.
VML’s approach also places emphasis on its Human First philosophy, which brings together human insight, creativity and technology to build connected brands.
The agency’s proprietary AI operating system, WPP Open, is expected to remain an important part of its technology-enabled creative capabilities. By bringing together creative talent, technological resources and the wider WPP network, VML aims to strengthen its ability to deliver innovative solutions for clients.
Commenting on his appointment, Kennedy expressed confidence in the agency’s direction and highlighted the importance of creativity in supporting business growth. He also acknowledged Bradbury’s contribution, recognising the foundations his predecessor had established during his time at the organisation.
WPP Leadership Welcomes the Appointment
Rose Herceg, CEO of WPP Australia and New Zealand, welcomed Kennedy’s elevation, highlighting his nine-year association with VML and his understanding of the organisation’s culture, clients and leadership team.
According to Herceg, Kennedy’s experience across different parts of the business positions him well to lead the agency into its next phase. She also acknowledged his contribution to bringing together local talent and expertise with the broader capabilities of VML and WPP’s global network.
Herceg credited Bradbury with helping the agency secure important new business opportunities and establish a strong foundation for future growth during 2026. She also expressed appreciation for his leadership and contribution to the organisation.
Paul Bradbury to Pursue a New Opportunity
Bradbury’s departure brings an end to his tenure as CEO of VML ANZ, having taken on the position at the beginning of 2026.
Before joining VML, he had built a significant career at TBWA, where he spent nearly two decades and most recently served as President and CEO of its Australia and New Zealand operations.
During his time at VML, Bradbury worked alongside the wider leadership team to strengthen the agency’s client relationships, creative capabilities and technology-led approach. He described his experience with the organisation as a privilege and expressed confidence in the leadership talent available to guide its future.
He also welcomed Kennedy’s appointment, noting that the agency was entering 2027 with a strong foundation, an experienced leadership team and considerable opportunities ahead.
While Bradbury’s next professional destination has not been disclosed, he will remain associated with VML through the end of 2026 to facilitate a smooth handover.
A New Chapter for VML ANZ
Kennedy’s appointment represents more than a leadership change; it reflects VML’s intention to build on its existing creative momentum while adapting to an increasingly technology-driven marketing landscape.
With his experience across Brisbane and Perth, established industry relationships and understanding of the agency’s culture, Kennedy is positioned to bring continuity to the organisation while pursuing new growth opportunities.
As he prepares to take charge in January 2027, the focus will be on strengthening client partnerships, nurturing creative talent and bringing together human-led ideas with emerging technologies.
For VML ANZ, the transition signals an important step towards its next phase of creative and business development under an experienced leader who has been part of its journey for nearly a decade.
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