VMLY_R_REBRANDING2
#WEAREVMLYR
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INTRODUCTION REEL
Above: (Left) VML Founders —Scott McCormick, John Valentine and Craig
Ligibel; (Right) Y&R Founders —John Orr Young and Raymond Rubicam
Above: VMLY&R Leadership
In 2018, we united two accomplished marketing and
communication companies —VML and Y&R —to
deliver a contemporary, fully integrated offering on a
global scale. Today, VMLY&R is a global marketing
agency with 6,700 employees worldwide with
principal offices in Kansas City, New York, London,
São Paulo, Shanghai, Singapore and Sydney.
VMLY&R works with client partners Rolex, Google,
Intel, Wendy’s, Colgate-Palmolive, Dell, Ford, Kraft
Heinz, Pernod Ricard, the Special Olympics, Tencent
and Danone —just to name a few.
We are a part of WPP, a publicly held corporation
offering a comprehensive and integrated range of
communications services. For this reason and due to
the Sarbanes-Oxley Act, we are unable to provide
any additional financial information other than what is
made available publicly to shareholders and potential
investors. To download our annual report and review
all other financials, please visit wpp.com/investors.
ABOUT US
SINCE 2018
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NORTH AMERICA
17 Offices
2,000 Staffers
LATAM
19 Offices
1,500 Staffers
EUROPE
30 Offices
1,600 Staffers
AFRICA
4 Offices
200 Staffers
MIDDLE EAST
11 Offices
300 Staffers
ASIA
19 Offices
800 Staffers
AUS/NZ
7 Offices
300 Staffers
U.S. OFFICES
Seattle
San Francisco
Minneapolis
Kansas City
Austin
Dallas
Rogers
Memphis
Nashville
Chicago Detroit
Kalamazoo
Cincinnati
Atlanta
New York
Washington, D.C.
Miami
KANSAS CITY
250 NW Richards Road,
Kansas City, MO 64116
GLOBAL OFFICES
We have a 30,000-foot perspective, with boots on the
ground. We believe that because consumers connect
and commit to brands on a local level, you can’t have a
strong global network without local agencies that
provide street-level insights and cultural nuance. Clients
get the credibility and agility of a boutique with the
support, infrastructure, and tools of a global network.
Our structure as One North America (with one P&L)
enables effortless collaboration and sharing across offices
and disciplines. We will activate people and offices to
support the current and future needs of your brand.
ABOUT US
LOCAL POWER
GLOBAL STRENGTH
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MIAMI
601 Brickell Key Drive,Suite 1100
Miami, FL 33130
While some agencies excel as traditional ad agencies
and others are great at digital, we’re both —and so
much more. This manifests as an agency aligned with
customers on their entire journey as they become
inspired by a brand, engage with that brand and
ultimately commit to the brand offering.
A connected brand is one that touches people’s lives
by connecting with them on an emotional level and
inspires them to connect with others.
This acknowledges the changing behavior of
connected consumers and their always-on
expectations of connected brands and businesses.
This approach is category and consumer agnostic.
Creating connections and utilizing culture and
technology is imperative, no matter the product or
target.
Breakthrough connected brands expect truly
integrated multichannel, multi-audience strategies
built on a deep understanding of behavior in our
increasingly connected world.
We believe everything in the universe is
fundamentally connected, and are relentless in our
pursuit to uncover and create the inspiring
connections that draw us all closer together. In doing
so, we bring customers closer to brands, brands closer
to communities and communities closer to the wider
world.
ABOUT US
WE CREATE
CONNECTED BRANDS
We harness creativity, technology, and culture to create connected
brands that drive value for our clients and impact the world.
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We make an impact in our industry by cultivating
an environment of understanding and
belonging. Our goals are to produce diverse
work; educate at every opportunity; and engage
diverse talent reflecting the world we live in, our
spirit, and the agency’s commitment to creativity.
In 2017, VMLY&R was one of the first two
companies to become 3% Certified, a
designation for agencies promoting gender
equality, and more than half a million dollars is
dedicated to our Diversity, Equity, and Inclusion
(DEI) initiatives, with goals for our staff to be 50%
women and 30% people of color at all levels.
Our employee resource groups have both
deliberately and organically formed, creating
unique and safe spaces for all to find
commonalities and a place to learn and grow.
VMLY&R’s Diversity, Equity, and Inclusion (DEI)
mission is to guide, celebrate, and promote
cultural literacy, increase employee
engagement, recruit and retain a diverse
workforce, and build internal opportunities to
sustain DEI efforts. We identify which solutions
are best for our organization by applying them
through the lens of our core values. Through this
mission we define our culture, plan for
implementing our proposals, and begin our
journey for building and fostering a more
inclusive VMLY&R. After all, #wearevmlyr.
Moreover, our DEI initiatives not only help our
employees feel more comfortable at work, but
also allow us deeper immersion with our
constituents, embracing the multifaceted world
we live in.
At the link below you’ll find our 2019 DE&I
strategy and programming. Should we become
your agency partner, we’d love to share with you
our rigorous 2020 transformation plan.
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We invite client partners to join us in
trainings and workshops and to
commit as a client/agency team to a
program by which we can ensure
that:
•Together, we produce work that is
inclusive in design/culturally
connected
•Our client/agency work team is
diverse, equitable and creates a
culture of belonging
•We seek diversity in any
production partners or other
outside partners or suppliers
These programs include training,
workshops, activities and committed
practices. We’d love to have Uber
along for the journey!
ABOUT US
CULTIVATING AN
ENVIROMENTOF
UNDERSTANDING AND
BELONGING
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ABOUT US
OUR CLIENTS
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OUR WORK
As one of the world’s oldest athletic brands, New Balance has been
refining its products for more than 110 years. But its visual identity had
some catching up to do. New Balance’s identity wasn’t meaningfully
differentiated from competitors —a missed opportunity to assert its
unique brand message.
New Balance’s approach to everything, from manufacturing to product
development to marketing, is vastly different from its competitors,
which is largely because the company is (and always has been) family-
owned. As the only top athletic brand that doesn’t have to please
shareholders, it’s guided purely by its own principles —even when it
directly defies category norms.
Our objective was to elevate New Balance’s identity out of the
category’s sea of sameness to communicate its independence. This
identity would serve as the foundation of all visuals globally —spanning
every region, channel and product.
NEW BALANCE
FEARLESSLY
INDEPENDENT
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VMLY&R created the For the Love of Music campaign disguised as a
documentary that tells of Nashville's rich music history including it’s
recent transformation into a must-see destination for music lovers. The
app “Music Calls Us Home” linked musicians to actual places in
Nashville so fans could walk in their shoes. Hotel bookings increased
18% YUY and the documentary aired on ABC resulting in a 38% ratings
jump for the network.
CITY OF NASHVILLE
FOR THE LOVE
OF MUSIC
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ROLEX
LETTERS
Legendary filmmakers James Cameron, Martin Scorsese, Kathryn
Bigelow and Alejandro González Iñárritu have become some of the
most respected names in the film industry. Their unique ability to craft a
story that speaks deeply to an audience beyond a simple message has
garnered them some of the industry's most prestigious awards,
including an Academy Award. The former Oscar winners pen open
letters to the next generation of filmmakers and writers --not with tips
on how to win an Academy Award --but with words of encouragement
to progress forward without fear and to create something beautiful for
the rest of the world to see.
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MISS AMERICA
MISS AMERICA 2.0
Our challenge: create broad relevance for Miss America. The nonprofit
organization was at the bottom of all brands in relevance, on par with
extinct brands. Miss America 2.0 focuses on ideals of young women
today such as leadership, talent and scholarship that are core to its
heritage. We launched with the #byebyebikini announcement, igniting
a media frenzy and debuting the dramatic changes the brand was
committed to. From the announcement to the live broadcast, positive
sentiment increased by 131 percent. We put Miss America at the center
of culture with a bold, promising path forward.
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DELL
DELL TECHNOLOGIES
The Challenge
Introduce Dell Technologies' new offering in a compelling,
differentiated way, while proving that we're now more than a PC
company.
The Insight
Technology that seems so easy to end users requires an incredibly
heavy lift behind the scenes to make it happen.
The Idea
Real transformation takes real work.
Bringing the Idea to Life
Magic can’t make digital transformation happen, but we can –Let’s
Make It Real.
The Results
The “Let’s Make It Real” campaign created lasting perceptions of Dell
Technologies as an innovative company, growing brand health overall.
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GMCVB
FOUND IN MIAMI
VMLY&R insights uncovered a growing segment of world travelers that
Miami had never tapped before —more diverse, artistic and soulful.
These travelers sought culture, authenticity and distinctiveness.
Our Found in Miami campaign featured three influential Instagrammers
as they journeyed through the city discovering food, design,
architecture and culture. Rather than using polished, staged
photography that showed off Miami’s vistas, we used grittier, muted,
photojournalistic photography that captured real Miami moments,
hidden details and unexpected beauty. This content was shared across
social channels and as editorial content in The New York Times. Found
In Miami made a dramatic splash in traditional media and online with
organic social; a dot-com presence; and custom content targeted to
specific global audiences, lifestyles, and cultures. In the first few months
after launch, the campaign garnered 100 million media impressions and
generated more than $1 million in revenue from new travelers coming
to Miami. The campaign’s average per month ROI is seven times
investment, proving that reinventing a city and changing perception
begins simply by revealing its soul.
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UNITED NATIONS
THE WHOLE STORY
It is common knowledge that historical statues in public spaces usually
recognize men. And when there is a statue of a woman, it is usually
abstract or fictional. In New York’s Central Park, for example, there are
29 statues. Not one represents a historical woman. As part of the
Common Ground initiative, Y&R introduced The Whole Story, a call to
action to establish virtual statues of notable women to create parity in
public representation and share the remarkable accomplishments of
women.
The Whole Story’s mobile app and online platform enables users to see,
share and add new virtual statues alongside existing public statues. The
project, featuring a one-of-a-kind augmented reality app, is Y&R’s first
product of an initiative that began a year ago in support of the UN’s
Sustainable Development Goal to achieve gender equality and
empower all women and girls.
Launched in tandem with the Women in the World Summit, the work
garnered positive public attention with coverage across top tier media
such as CNN Money, Digital Trends, Mashable, The Onion and more.
Statues of notable women such as Amelia Earhart and Susan B.
Anthony can now be seen in cities including New York, DC, London,
and Prague, with more to come. The open-platform lets users discover
and add female statues, allowing them to not only learn The Whole
Story but to also help write it.
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KANSAS CITY UNION STATION
LIVING HISTORY
Challenge:
Kansas City's most historic building and museum, Union Station, was
about to reach its 100th anniversary. But with declining foot traffic,
Kansas Citians needed to be reminded why it was worth celebrating.
Idea:
-To recreate several of the most iconic moments in the Station’s history
and allow visitors to step into the past. Using GPS and Beacon
technology visitors can put themselves into an augmented reality video.
They would have the opportunity to relive history in the exact spot it
took place, using an augmented reality app.
Results:
-Union Station experienced foot traffic not seen since its days as an
operational train station. During launch weekend alone, they had over
30,000 in-app interactions, with visitors spending an average of one-
hour each reliving history. What started as an app has become a
permanent exhibit for Kansas City to enjoy for years to come.
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GAZETA.PL / MASTERCARD / BNP PARIBAS
THE LAST EVER
ISSUE
For 27 years, Your Weekend -one of Poland longest running and most
read adult magazines -reduced women to sex objects. In December
2018, when it was up for sale, we bought it immediately.
We used this purchase as an opportunity to challenge the culture of
sexism and gender inequality that the magazine had contributed to
building. We transformed Your Weekend into a conversation-sparking,
groundbreaking magazine that promoted diverse and progressive
narratives of femininity.
We teamed up Gazeta.pl, our client and leading Polish news portal,
with Mastercard and BNP Paribas, two brands with a long-term
commitment to empower women, to create the magazine's last issue.
We published it on International Women's Day. We kept the regular
sections and columns but reimagined the content around sexual
education, gender portrayal, equal rights, sexism, and more. It was the
symbolic end of an era, and a spectacular beginning for a much-needed
national conversation.
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CITY OF NASHVILLE
NATIONAL
SONGWRITERS
The city of Nashville challenged us to tell the story no other city can tell.
IT ALL BEGINS WITH A SONG is a full-length documentary that goes
behind the performers, to the songwriters who create the songs you
know and love and the city they call home. Featuring both up and
comers and the greats who have turned Nashville into the songwriting
center of the world. The film casts a vast light (nearly 50 songwriters
were interviewed) on the Nashville songwriting scene, spanning genres
and generations, and shows that in a world of homogenizing
metropolises, it's these unsung talents that truly make Nashville special.
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EXPEDIA
EXPANDING
HORIZONS
Van Gogh, Monet, Kandinsky –we experience the world through the
eyes of artists. They rendered their impressions onto canvas. But they
only painted a fraction of what they saw. What if we could see the
whole perspective of the painters?
Expedia is expanding horizons: A 360°experience guides us through
some of the world’s most famous artworks. After determining the exact
position of the paintings and analyzing the specific artistic style of every
painter the artworks were extended digitally, making it now possible to
see the original places like the artists did. In the experience we are able
to switch seamlessly into the real place of today. An online gallery
provides more detailed information about the painter, the artwork and
the place. And of course it offers the opportunity to book a real trip to
each picturesque destination.
A 360°experience guides us through some of the world’s most famous
artworks. After determining the exact position of the paintings and
analyzing the specific artistic style of every painter the artworks were
extended digitally, making it now possible to see the original places like
the artists did. In the experience we are able to switch seamlessly into
the real place of today. An online gallery provides more detailed
information about the painter, the artwork and the place. And of course
it offers the opportunity to book a real trip to each picturesque
destination.
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MEDCARE
INFECTIOUS ART
Preventive medical communication has been the same for decades,
slowly losing effectiveness. With an emphasis on fine art and design-
driven festivals and exhibitions, Dubai has quickly become the art and
cultural hub of the region. See how VMLY&R Dubai grabbed the
attention of those who cared more about art than their own health.
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MRV
ONE POSTER FOR
PEACE
Religious differences are still at the root of many conflicts around the
world. Due to lack of understanding of other religions, people create
opinions leading to communal hatred and violence. The Interreligious
Council in Bosnia and Herzegovina wanted to tackle prejudice and raise
awareness of the importance of inter-religious dialogue.
'One Art' is a series of posters that brings together art forms from
churches and mosques to show how similar they are. Eight unique
posters showing a common art form merging in their individual styles.
The book became a medium of peace and was sent to influential
leaders like Justin Trudeau and Angela Merkel and peace events across
the world to show how there's so much more that unites us than sets us
apart.
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THANK YOU