VML UK Names Joe Petyan Chief Executive Officer

VML has named Joe Petyan as CEO, VML UK. Based in London, Joe will lead VML’s world-class creative capabilities and enterprise-grade technology offering in the UK, solidifying a differentiated, fully integrated agency proposition for clients.

Joe moves into the role after almost 30 years in the industry, most recently serving as WPP global client lead on both HSBC and Haleon, two of the holding company’s most significant global client accounts. Over the course of his career - which included five years as an agency head - he has built and led high-performing, multidisciplinary teams for some of the world’s most recognisable brands, earning a reputation for his long-term partnership building, relentless focus on results, and creative and strategic vision.

In his new role, Joe will oversee a newly unified UK business by operationally aligning the core agency with VML’s Enterprise Solutions. This specialist arm houses VML’s technology and data groups and is designed to address complex business challenges through the agency’s combined consulting, customer experience (CX), commerce, and technology transformation practices.

As one of the network’s most important markets, VML UK represents the entire suite of VML’s capabilities under one roof. Its newly combined offer ensures the agency can help brands navigate complex challenges while unlocking new avenues for growth.

Joe will work in partnership with the combined existing executive team and will name a wider leadership team in the near future. Together, they will champion VML’s human-first creative philosophy in the UK, creating work that is insight-led and culturally resonant, while pushing innovation boundaries. This approach combines human imagination with technological acumen to deliver meaningful, measurable impact for clients.

“Joe’s appointment marks an important next chapter for VML in the UK,” said Ewen Sturgeon, CEO, VML EMEA. “He brings superb strategic and creative judgement, deep relationship-building expertise and a dynamic leadership style that inspires people around him to push further. Joe understands how to connect creativity, data, and technology in ways that deliver real business value for clients. I’m excited about where he will take VML UK in 2026 and beyond as we continue to strengthen our position in this critical market.”

Joe Petyan, CEO, VML UK, said, “The combination of our people, creativity, and technology represents a pretty unique offering. Of course, VML UK builds brands but in concert, VML delivers technologically connected experiences and business outcomes for clients. It’s a genuinely exciting proposition that I can’t wait to be a part of."

Joe starts in the role immediately, marking the transition to a single, unified UK organisation poised to deliver creative brand growth and large-scale transformation.

VML’s previous UK CEO,Pip Hulbert, who, prior to the business integration, moved into the newly established role of Chief Client Officer, International Markets in October, will partner closely with Petyan to champion connectivity and innovation across the market’s global client partners.