VML’s New North America CEO Commits to Connection and Agency’s “Superpower” Culture

Creative agency network VML has made its global chief client officer Eric Campbell the first-ever CEO of VML North America. Based in New York and retaining a role in his existing position, it’s a culmination of 25 years spent with the company.

“It's been an incredible journey, and I'm excited for it to continue,” he tells LBB. “VML's relentless focus and pursuit of relevance has kept me here for over 25 years. This drive fuels our evolution and creates opportunities for the agency and our employees.

“VML’s continued evolution and the inspiration I draw from great people here have made the past 25 years fly by,” he adds.

Reporting to VML’s global CEO, Jon Cook, Eric will oversee all of VML’s North American offices, aiming to more closely align business and client offerings, and foster collaboration with the network’s global teams following a significant year for his new region.

“2024 was a strong year. We focused on strengthening client relationships and securing new business wins. Our teams also delivered exceptional work, earning recognition such as Cannes Lions ‘Most Creative US Company’ and a #2 ranking by Effie Awards US. We plan to carry this momentum forward in 2025 and accelerate further by utilising WPP Open and the innovation of AI to optimise our clients’ business.”

This momentum has generated a need for dedicated leadership in the region and, after discussions last year around accelerating performance and growth in 2025, Eric was selected based on his extensive experience with VML and its clients. “My goal is to continue to connect our creative, experience and technical capabilities to deliver solutions that meet our clients' needs,” he says, explaining how his new responsibilities lean into his other continuing role as global chief client officer.

“The primary focus will be ensuring we bring a unified approach to how we deliver value and fulfill our connected brands promise. This means connecting the dots between our North American and global teams, fostering collaboration, and sharing best practices so our creative, customer experience and commerce practices can surround client challenges within any region.”

To lead this initiative, Eric intends to maintain a “simple approach”, breaking down silos to promote open communication while keeping clients at the front and centre. “Short-term, my focus is getting off to a good start and making sure we are prioritising our clients, teams, and regional integration priorities,” he says. 

“Our industry is dynamic right now; uncertainty abounds, as well as the pressure to keep pace with change in technology, marketing transformation and other industry and market factors. We will navigate these challenges by focusing our energy, thinking, capability and innovation on our clients. This focus helps us prioritise and avoid distractions.” 

Looking more long-term, Eric also identifies his goals as building value and deepened relationships with clients, partners and VML talent alike. The latter of which is a point of personal pride for him and the agency at large – presently, throughout 2025, and beyond.

“I'm committed to cultivating the best possible culture for our people, promoting a growth mindset across our North America network, and leading our teams to create the most innovative and impactful work of our careers,” he says.

“We're proud of our culture; it's our superpower. We have the best people in the business, who genuinely support and inspire each other. Protecting that spirit is crucial.”