VML Latam CEO Victoria Cole: “The Value Of A Creative Network Is Connecting Inspiration With Business Impact”

Victoria “Vicky” Cole, who is set to assume the role of CEO for VML Latam starting in 2026, succeeding Juan Pablo Jurado, is ushering in a new era for one of the region’s most influential creative networks. In a conversation with PRODU, Cole analyzed the challenges of an industry being redefined by the convergence of creativity, technology, and business, and shared her vision for VML’s talent and collaborative culture.

A Network Without Borders: Creativity, Technology, and Business

Cole stated that VML’s recent global merger was not a simple rebranding but a structural move responding to market demand. “This merger was not just a name change; it was a direct response to an undeniable reality: clients are no longer looking for an advertising vendor, but a growth partner. Relevance today isn’t found in isolated specialization but in the ability to orchestrate end-to-end solutions,” she explained.

According to the executive, the true value of a modern creative network lies in demolishing internal silos between Brand Experience (BX), Customer Experience (CX), and Commerce (CO).

“We can no longer think of a brand campaign as separate from the shopping experience or the loyalty strategy,” Cole stated. “Our value resides in being that single point of contact that guarantees consistency, assumes responsibility for the final outcome, and connects the most inspiring creativity with measurable impact on the client’s business.”

Latin American Resilience and Collective Intelligence

Cole views the region as an inexhaustible source of talent and resilience. “Latin American creativity has a DNA forged in resilience and optimism; we know how to turn scarcity into ingenuity. We don’t see pressure as a hindrance but as a catalyst that forces us to be smarter,” she noted.

Her plan for VML Latam is centered on building a regional collaborative ecosystem where teams operate as a unified network. “I want the best AI expert in Peru to be able to power a project for Mexico, and a strategist from Colombia to contribute their vision to a client in Argentina. It’s about activating our collective intelligence and using our network as one team to export not only multi-award-winning creativity but innovative business solutions on a global scale,” she detailed.