“We Need to Act More as a Network”: VML’s Pip Hulbert on Becoming Chief Client Officer, International Markets

​VML has appointed Pip Hulbert to the newly established role of chief client officer, international markets. Based in London and reporting to Eric Campbell, global chief client officer, Pip will lead VML’s senior global client leaders across international markets, overseeing a portfolio of some of the world’s most iconic brands.

“The fun part of working at VML is that we really have so much breadth and depth of capability that exists here,” Pip tells LBB. “The thing is, it doesn’t necessarily come with a manual of how you curate. I wish I had the perfect playbook.” Her newly established role might help her to write that playbook for the WPP network.

With over a decade of senior leadership experience at Wunderman, Wunderman Thompson, and VML, Pip brings a proven track record of driving business transformation and client growth through a people-first approach. As UK CEO, she has led VML to client wins across brand, CRM, and digital experience. Under her leadership, in the last two years, VML UK has earned more than 200 industry awards - including nine Grand Prix, a Gold Effie, and seven Cannes Lions - for clients such as HSBC, Canon, and Duracell.

In her new role, Pip will oversee VML’s global client engagement models, champion client satisfaction, accelerate growth, and integrate AI solutions through WPP Open. She will work closely with regional and global capability leaders at VML to harmonise client-centric initiatives worldwide.

“The ultimate objective for me is unlocking global potential – making full use of our global footprint, and making sure that the best of VML is brought to every international client,” says Pip. “That’s not just from a capability level, but we should also be operating with consistency and making sure that everything we do in market is effective, creating an overall seamless client experience.”

Technology and the power of WPP Open specifically will be core to how Pip hopes to change global client relationships for VML. “It is an enabler to construct teams differently, to leverage all the different offerings, and to build hubs of best practice and collaboration. It facilitates how we can get to insight much quicker,” she says. “Working in a different way and how we bring that to market is quite exciting as well.”

Pip doesn’t want her being based in London and formerly UK CEO to bias her answers to client needs. “It’s important for me in my role not to be limited – I don’t mean limited to the UK, but I think VML is seeing that we need to act more as a network and connect client opportunities across all of our offices.” Already, she feels the business is more connected than ever. “At VML, we’ve reached a stage where location doesn’t matter. It’s really about client centricity – doing the right thing for the client.” VML is already blending teams across offices, which she is all for and says “should enhance delivery and outcomes for clients completely”.

Eric Campbell, global chief client officer, VML, commented in a statement from VML, “Having worked closely with Pip over the last two years, I’ve seen firsthand her passion for building strong client relationships and driving business transformation. Pip’s strategic acumen and ability to inspire innovation and deliver meaningful growth for our clients is truly exceptional. Her leadership will be central to how we expand our global client portfolio.”

As VML completes its search process for a new CEO for VML UK, Ewen Sturgeon, CEO, VML EMEA, will oversee UK operations in the interim.