U.S. HISPANIC
Héctor Fernández of VML México: “Our differential as an agency lies in our ability to test, learn and evolve”
14 de junio de 2025
Héctor Fernández
Héctor Fernández, CEO of VML Mexico, speak about the evolution of the agency, recent learnings and his regional vision in an increasingly challenging environment.
Fernandez, at the helm of the operation for the past nine years, highlighted the transformation that resulted in today’s VML, the product of the merger between VMLY&R and Wunderman Thompson. “We were two companies with complementary capabilities. The union allowed us to create a comprehensive offering, capable of solving business problems from start to finish, with a creative, technological and strategic vision unprecedented in the Mexican market,” he said.
This synergy has allowed VML Mexico to consolidate its position as the largest operation in Latin America, after Brazil, thanks to its integrated structure, focus on customized solutions and ability to adapt to the different challenges of its clients. “It doesn’t matter if it’s performance, artificial intelligence, social or technological development. We put together tailor-made teams to solve what really takes the client’s sleep away,” explained Fernández.
He also underscored Mexico’s key role as a regional hub. “Our cultural and geographic proximity to the United States, coupled with local talent and an increasingly cosmopolitan Mexico City, puts us in a privileged position to lead regional and even global projects from here,” he said.
Regarding the new business units, Fernandez highlighted the expansion of Enterprise Solutions, the area focused on technology, e-commerce, marketplaces and artificial intelligence. “We work as one company, where AI serves both creative efficiency and technological scale. The key is to always keep the human factor at the center,” he added.
Looking ahead to 2025, VML projects itself as an agency that is constantly reinventing itself. “Our differential lies in our ability to test, learn and evolve. The new name also represents that spirit of challenging the status quo and building something new from scratch,” he noted.
Finally, when speaking about his vision of success, Fernandez emphasized, “Beyond awards or viral campaigns, for me real success is training the next generation of industry leaders. That the people you worked with remember you as someone who left a positive footprint. That’s everything,” he concluded.
