Buenos Aires, Argentina — October 2025: Global marketing powerhouse VML has officially announced the appointment of Victoria “Vicky” Cole as the new Chief Executive Officer of VML Latin America (LATAM). This leadership transition marks a pivotal chapter for the agency’s regional expansion and creative evolution, as Cole succeeds long-standing regional leader Juan Pablo Jurado, who will retire in early 2026.
A Visionary Leader for a Dynamic Region
Victoria Cole’s promotion reflects VML’s confidence in her proven leadership and deep understanding of the Latin American market. Having previously served as CEO of VML Argentina and COO of VML LATAM, Cole has been instrumental in driving the agency’s transformation across brand experience, commerce, and technology.
Under her stewardship in Argentina, VML achieved record business growth and industry recognition, including major wins across consumer goods, healthcare, and digital retail. Cole’s creative leadership has also been recognized globally—earning accolades such as “Woman to Watch in Argentina” and a Cannes Lions Innovation Grand Prix for her work with Unilever.
“It’s an incredible honor to lead such a talented team across Latin America,” said Cole. “VML LATAM is built on passion, creativity, and collaboration. My goal is to strengthen our connections with clients and communities, pushing the boundaries of what brand experience can achieve in this region.”
Transition and Continuity
Cole will report directly to Mel Edwards, Global President of VML, ensuring a smooth leadership transition. Outgoing CEO Juan Pablo Jurado, who has been with WPP agencies for over three decades, will remain with the company through early 2026 to support the shift.
As part of this strategic leadership realignment, Emiliano Galvan, currently Chief of Offshore Business at VML LATAM, has been promoted to CEO of VML Argentina. Galvan, a two-decade veteran of WPP, will continue to strengthen the agency’s operations and client relations in Argentina.
Jon Cook, Global CEO of VML, says: “Vicky has been a driving force behind our success in Latin America. Her vision, leadership, and ability to unite teams across markets make her the perfect choice to lead our next chapter of growth.”
Driving Innovation Across Latin America
VML LATAM has become one of the network’s fastest-growing regions, with recent client partnerships including YPF, Adobe, Abbott, and Audible. The agency continues to expand its integrated services across Brand Experience (BX), Customer Experience (CX), and Commerce (CO) — a model that positions it at the forefront of the global marketing landscape.
Under Cole’s leadership, the focus will be on accelerating digital transformation, fostering creative excellence, and driving inclusivity within VML’s regional workforce. Her appointment signals not only continuity but also a bold vision for innovation tailored to Latin America’s diverse cultural and economic landscape.
About Victoria Cole
Victoria Cole began her career in advertising more than 25 years ago and has worked with global brands across multiple industries. Known for her empathetic leadership style and sharp creative insight, she has built a legacy of empowering teams and pioneering human-centric brand strategies.
About VML
VML is one of the world’s largest creative and marketing agencies, part of WPP, operating across 64 markets with over 30,000 employees. The company is known for delivering transformative brand experiences through creativity, data, and technology.
Read more related articles at mymediset Names Silke Zschweigert as New CEO to Drive Global MedTech Supply Chain Growth
