FCB’s Daine Kingma and Health New Zealand’s Jemma Titheridge are to join VML Wellington’s leadership team, alongside newly promoted head of media, Kate Thomson.
Daine Kingma is joining as managing partner, while Jemma Titheridge is appointed as head of strategy, and long-time VML media leader Kate Thomson is promoted to head of media. They join group executive creative director Kim Pick and finance director Maureen Sipkes to round out the Wellington leadership team.
“I am excited about this next chapter for VML Wellington, and to work closely with Daine, Jemma, Kate and the wider leadership team. VML New Zealand recently ranked number on in Campaign Brief’s The Work, which speaks to the creative excellence led by Kim and the calibre of the teams and work already in market. It’s a strong platform to build from, and I’m looking forward to what we’ll achieve together going forward,” VML ANZ CEO Paul Bradbury said.
VML’s Wellington office has built a fully integrated behaviour change offering, backed by social marketing, a network of specialist partners to reach all of Aotearoa, and close collaboration with public sector and commercial clients.
With this leadership in place, the team will continue to tap into VML’s global capabilities – including WPP Open, the company’s industry-leading AI-powered operating system – in ways tailored for New Zealand audiences and government requirements.
Kingma has proven experience leading multi-stakeholder organisations that require behaviour change thinking and brand transformation. Most recently he was at FCB Wellington for the past three and a half years, where he led New Zealand’s largest behaviour change programme for NZTA Waka Kotahi, demonstrating how deep behavioural insight and bold creative can drive measurable impact at scale. Prior to joining FCB, Kingma was lead business partner at Colenso BBDO Auckland.
“VML Wellington has a strong creative reputation and a team that consistently delivers work with real impact. I’m excited to take responsibility for where we go next, working closely with the Wellington leadership team and as part of VML’s broader New Zealand and ANZ leadership. My focus is on providing clear direction and building on what’s already here, creating the environment for strong thinking, high standards, and work that genuinely matters for our clients and for Aotearoa,” Kingma said.
“For me, leadership is about setting direction, backing expert judgement, and holding a high bar, so our people can do their best work and our work earns its place in the world”.
Titheridge has recently joined VML from the client side, bringing public sector and social marketing experience.
Her previous roles include marketing team lead at Health New Zealand | Te Whatu Ora and Te Hiringa Hauora | Health Promotion Agency, Co-Chair of the NZ Social Marketing Network, former board member of the National Council of Women of New Zealand, and Creative Partner at Special Ad Service, Wellington. Her background at the intersection of public health, social change and creativity will further strengthen VML Wellington’s strategic capability.
“Moving from client side to agency side isn’t something you do lightly, but VML Wellington felt like the right place to do it. I’ve worked with the team before and I know how seriously they take the work and the people it’s for. The chance to help shape that from the inside was a big pull,” Titheridge said.
“My background has always been about understanding people’s realities and then finding clear, practical ways to reach them. In this role, I’m excited to work with our clients to get to the heart of the problem and build simple, strong strategies that actually help change things”.
Thomson has recently stepped into the role of head of media after almost 14 years with the agency. Promoted from business director / senior media planner, she is a respected media leader with over 25 years of media agency experience and strong relationships with media owners nationwide. She will lead VML Wellington’s media offering, ensuring clients benefit from integrated, insight-led media thinking that amplifies creative and delivers measurable results.
“Media has shifted hugely since I first joined the agency – how people watch, listen and read looks completely different now. That can be challenging, but it also means there are more options than ever to reach people in ways that feel natural to them,” Thomson said.
“After almost 14 years here, stepping into this role and joining the leadership team alongside Daine and Jemma feels like the right next step. I’m excited to bring what I know about the media landscape together with their fresh perspectives, and to keep finding straightforward, effective ways for our clients to connect with people across Aotearoa”.
