FI Lars Schulman interview

VML Finland combines martech, creative content, operations and strategy to help Finnish brands grow and expand globally.

The merger of VMLY&R and Wunderman Thompson, completed in February 2024, will offer Finnish brands the connected brand management strategies they need to succeed in highly competitive markets.

Lars Schulman, CEO of VML Finland, explains why VML is uniquely positioned to facilitate growth for its clients. “Companies often silo their advertising, marketing, communication, and technology initiatives, creating a disconnect. It leaves brand strategy disconnected from commercial goals, making it difficult to create brand value,” says Lars. “Without brand value, we sacrifice customer experience (CX). And without a great CX, even the best technology or creative campaigns won’t convert to sales.”

VML Finland combines martech, creative content, operations and strategy, deeply embedding the human element into operational design and strategy.

“VML Finland connects all the dots for its clients, seamlessly blending people and operational design. With VML, companies can align all these strategies under one roof, offering their customers a truly frictionless experience,” adds Lars.

Lars Schulman

CEO of VML Finland

Combined strengths

As the CEO of VML Finland, Lars Schulman is leading a fast-growing team of marketing and technology experts in Finland. With the merger, he sees a wealth of new opportunities for creative power to be combined with the latest innovations in AI and technology. “VML is one of the top companies in the world when it comes to delivering globally award-winning creative campaigns. We create value for our clients by combining this creativity with our unique expertise in technology and CX.”

Clients are already seeing the benefits of the merger. Numerous high-growth and globally ambitious Finnish customers have recently signed up with VML to manage their martech and brand strategies in tandem. “Our connected approach is laying down an increasingly impressive track record. We’re helping clients streamline and align every brand expression, customer touchpoint, and purchase, and they’re telling us that they are already seeing new opportunities to reach, engage, and retain customers.”

Global reach for local gain

Schulman says that VML Finland is more than just a powerhouse in Finland. “We put our expertise to work with local brands in Finland. However, we can at any time tap into our knowledge and talent networks around the globe – and close partnership with VML offices around the world is part of the package,” he says.

VML’s Centers of Excellence (specialized expertise hubs) ensure that the right expertise is close at hand, no matter where our clients work. Our global presence gives us the size and power to address any CX challenges our clients face, developing solutions that blend creativity and efficiency. Our data led operations and technological know-how ensure that efforts are not only creative, but also effective and manageable, no matter the scale.

VML agency’s sheer size will also help clients find new opportunities for growth. “It’s our goal to help Finnish B2B companies open new opportunities and revenue streams, for example, by adopting brand strategies and tactics known in the B2C space. VML Finland’s unparalleled ability working with global B2B brands can help Finnish companies reinvent their position in a global market, meeting ever evolving customer demands in new and exciting ways.”

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