VML CEO, Paul Bradbury, is leaving the agency, replaced by Adam Kennedy who has been promoted from managing director, Brisban & Perth, and takes up the role in January 2027. Bradbury joined the agency at the start of 2026 and will leave at the end of the year, working closely with Kennedy to ensure a smooth leadership transition.

For the past nine years Kennedy has been an integral part of VML’s ongoing expansion and creative renaissance. He joined as managing director of VML Brisbane in 2017, before expanding his remit to also lead the Perth office. During his tenure at VML, he has been instrumental in winning a raft of new clients including Brisbane 2032 Olympic and Paralympic Games, RACQ, TerryWhite Chemmart, University of Western Australia, Good Drinks Australia, Visit Brisbane, Queensland University of Technology, and Goodlife Health Clubs.

Rose Herceg, CEO, WPP ANZ, stated, “We are thrilled to elevate Adam to the CEO role and have him lead VML into its next phase of growth. Having worked across the business and alongside every VML leader for the past nine years, he has a deep understanding of the people, clients and culture, as well as the agency’s Human First philosophy and approach to building connected brands. He has already played a key role in bringing together our local talent and expertise with the breadth of VML and WPP’s global capabilities and is well placed to build on that strength across ANZ. This understanding teamed with his significant VML leadership will enable him to step into the CEO role with immediate momentum.”

With a PhD in Brand from Kingston University, London, Kennedy spent a decade at two of the world’s most awarded agencies prior to joining VML – AMV BBDO in London and Clemenger BBDO in Melbourne. With a passion for ideas that connect creativity, technology and culture, Kennedy has an enduring and proven creative partnership with Paul Nagy, VML’s chief creative officer, that has consistently delivered business results for clients. His work has been awarded at all the major creative and effectiveness shows, including Cannes Lions, D&AD, One Show, Clio, AWARD, IPA Effectiveness, and Effies.

Kennedy stated, “I’ve been lucky to play a part of VML’s creative rise, rapid transformation and human-first approach in recent years. Now, more than ever, creativity is vital to business growth. VML has the talent, technology and knowhow to partner with clients to deliver breakthrough ideas. There’s no better time to take helm as VML’s approach is gaining real market traction – significant new business wins, electric new talent, and world-class creative ideas, all underpinned by the power of WPP Open, our proprietary AI Operating system. I’ve loved working with Bradders and wish him every success. He’s set some great foundations that have built momentum in a short time. I can’t wait to rip in.”

Herceg added, “Paul has successfully steered VML throughout 2026, winning several major new clients, setting the business up for future growth. He has also worked closely with Adam and the broader VML leadership team to embed an approach that is human-driven, but technology enabled. This has netted strong results, and we look forward to announcing other major appointments in the coming months. We wish him nothing but the best as he steps away from VML and WPP, into his next role. He remains a great friend to the business.”

Bradbury commented, “It has been a privilege to work alongside the incredible talent across VML Australia and New Zealand and its global network. VML’s connected capabilities, backed by the strength of WPP, are a genuine point of difference, bringing together the expertise to drive tangible growth for clients and create work that connects with both people and machines. That same commitment to growth extends to its people, with a strong leadership bench and experienced operators like Adam ready to take the helm. I’m thrilled to see him step into the CEO role as the agency heads into 2027 with a strong foundation for the future.”

Cover image l-r: Paul Bradbury & Adam Kennedy