VML ANZ has appointed adland veteran and former TBWA leader Paul Bradbury as CEO. He will succeed Thomas Tearle, who is leaving the business after five years at the helm.
Bradbury joins the WPP creative agency after working at Omnicom’s TBWA Group for nearly two decades, most recently serving as president & CEO of TBWA until he quit last July after leadership changes at Omnicom.
Tearle and Bradbury will work closely over the coming weeks to ensure a seamless transition for the agency, staff and clients.
“I’ve watched VML ANZ’s impressive rise with admiration. Tom and the team have built a strong legacy of consistent success, culminating in an unprecedented run of Network of the Year titles. VML offers the scale, capability and ambition to continue to build something genuinely differentiated for clients and talent across Australia and New Zealand,” Bradbury said.
“I am also energised to be joining WPP – the incredible global new business momentum at the back end of last year is testament to the progressive leadership and future focused innovation across the company.”
Bradbury left the Omnicom business after Nick Garrett was confirmed as Omnicom Oceania boss last July.
He oversaw TBWA Group agencies across Australia and New Zealand, including TBWA offices in Sydney, Melbourne and Auckland; Telstra’s +61, Eleven, TBWA Media Arts Lab, FleishmanHillard, Fabric, Bolt and TBWA Sustain.
Under his leadership, TBWA became one of the region’s most influential creative forces, building significant client partnerships with global brands including Apple, Amazon, Kraft Heinz and Tourism New Zealand alongside local powerhouses including Telstra, NAB, ANZ NZ and 2Degrees.
“I want to extend my deepest gratitude to Tom for his contributions to VML ANZ. His impact has left the agency in a strong, growing position. As we embark on this next chapter, I am thrilled to welcome Paul Bradbury to the VML network,” VML APAC CEO Yi Chung Tay said.
“Paul’s proven track record, strategic vision, and deep industry experience make him the ideal leader to build on this success and drive VML ANZ forward. I am excited for the future under Paul’s leadership.”
VML has six offices across ANZ in Brisbane, Melbourne, Perth, Sydney, Auckland and Wellington. In Australia the agency has around 290 staff and works with clients including Coca Cola and Ford.
Under Tearle’s leadership, VML ANZ topped Campaign Brief’s ‘The Work’ for three consecutive years, with award-winning creative work including the FitChix campaign, and co-created tech-forward products such as the Rip Curl Search GPS 2.0. The agency also scored ‘8’ in B&T’s Agency Scorecard.
“Working with the VML ANZ team fills me with immense pride and gratitude,” he said. “We’ve achieved remarkable things together, building an agency renowned for its creativity, innovation, and an incredible team culture. Witnessing our collective drive and success has been rewarding, and I am proud of the business we’ve created.
“I have full confidence that Paul, with his vast experience and vision, will lead VML ANZ to even greater heights. I’m committed to ensuring a smooth and successful transition, knowing the future is bright for this team.”
