VML vs VWO

Jon Cook Steps Down as CEO of WPP Creative and VML

Jon Cook, global CEO of VML and WPP Creative, will step down after more than 30 years with WPP, effective March 2027. Eric Campbell, currently CEO of VML and WPP Creative in North America, will succeed Cook as global CEO of VML, while retaining his North American role at WPP Creative. Cook will remain in his positions until the transition to ensure a seamless handover. The announcement, made on October 2, 2026, follows the recent exit of Troy Ruhanen from Omnicom Advertising, marking significant leadership changes in major holding companies. WPP has not yet named a successor for Cook's role as CEO of WPP Creative, which he has led since its launch in February 2026. Cook also led the creation of VML in 2024 through the merger of VMLY&R and Wunderman Thompson. These changes come amid broader restructuring at WPP, with the industry closely watching the impact on creative landscape and client relationships.

• Jon Cook will step down as global CEO of VML and WPP Creative, effective March 2027.
• Eric Campbell will succeed Cook as global CEO of VML, retaining his North American role at WPP Creative.
• Cook will remain in his roles until March 2027 to ensure a seamless transition.

Cakes Body Launches In-House Media Studio Cakes Media

Beauty brand Cakes Body, known for its founder-led TikTok virality, has launched its own entertainment company, Cakes Media, to bring brand marketing in-house and operationalize virality. The company grossed $100 million in sales since launching in 2022. Cakes Media aims to create social-first content and owned media for digital and streaming platforms, with a focus on long-form documentary-style episodes repurposed for short-form content. The studio is funded from the brand's top-of-funnel marketing budget. The move reflects a broader trend of brands building in-house studios to earn attention through entertainment rather than traditional advertising.

• Cakes Body launched Cakes Media, an in-house entertainment company, in September 2026.
• The company grossed $100 million in sales in three years since its 2022 launch.
• Cakes hired former Red Bull executive Caley Wildermuth as head of content.

VML Named Network of the Year and VML UK Crowned Agency of the Year at 2026 Gerety Awards

VML has been named Network of the Year and VML UK has been crowned Agency of the Year at the 2026 Gerety Awards, as highlighted in the latest news roundup.

AB Tasty and VWO Unite Under Wingify Brand

AB Tasty and VWO have officially merged under the new brand Wingify, launching a unified experience optimization platform powered by AI agents. The combined entity reports over $100 million in annual revenue, more than 4,000 clients globally, and over 800 employees across 20 countries. The platform integrates experimentation, personalization, feature management, commerce optimization, and engagement on a single data layer. Central to the platform is Wingz, an embedded AI that operates within existing workflows, guided by the 'Smarter Loop' framework of Understand, Decide, Act, Measure & Learn. The company is led by four co-founders: Sparsh Gupta (CEO), Rémi Aubert, Alix de Sagazan, and Ankit Jain. Existing clients of both VWO and AB Tasty now have access to the unified platform, with notable brands including L'Oréal, LVMH, Decathlon, Puma, Forbes, Motorola, AXA, and De Beers.

• AB Tasty and VWO merged under the new brand Wingify.
• Wingify launches an AI agent-based experience optimization platform with Wingz AI.
• Combined revenue exceeds $100 million.

VWO and AB Tasty Join Forces Under Wingify; Leadership Titles Updated; New Commerce Product Launched

The about-us page now reflects Sparsh Gupta as Co-Founder and CEO (from Founder & CEO), Ankit Jain as Co-Founder and CPTO (from CTO), and Paresh Mandhyan as VP Marketing (from Global VP). A new 'Commerce' capability has been added to the navigation, and a blog post announces the unified Wingify suite powered by VWO and AB Tasty. Another blog introduces the new Commerce platform for search, recommendations, and merchandising.

Wingify: The Unified Digital Experience Suite Powered by VWO and AB Tasty

Wingify: The Unified Digital Experience Suite Powered by VWO and AB Tasty