Victoria Cole Appointed CEO to Lead VML’s Next Chapter of Growth in Latin America
Sep 23, 2025
Juan Pablo Jurado to retire in early 2026; Emiliano Galvan promoted to CEO of VML Argentina
From left, Juan Pablo Jurado and Victoria "Vicky" Cole
VML announced today Victoria “Vicky” Cole has been named CEO of LATAM. Recognized as a “Woman to Watch in Argentina” and recipient of a Cannes Lions Innovation Grand Prix for her work with Unilever, Vicky Cole brings nearly three decades of experience leading creative and business transformation for global brands.
Since 2023, she has served as CEO of VML Argentina, where she drove record growth and creative recognition for clients across CPG, retail, and health sectors. Vicky reports to Mel Edwards, Global President.
Vicky succeeds Juan Pablo Jurado who will be retiring in early 2026 after a storied career spanning three decades of leadership at WPP agencies across Latin America including Wunderman, Wunderman Thompson and VML. Juan Pablo has been a steward of client transformation through his integration of strategy, creativity, technology and data over his career. Not only has he led a successful business transformation, but he has also provided empathetic and motivating leadership with his LATAM teams shaping VML’s growth and culture throughout the region.
Vicky 's experience in advertising and branding communication is robust, working on brands including Movistar, Coca Cola, Microsoft, United Airlines among others. Vicky began her career at BBDO and Publicis; she entered the world of WPP through (the former) J.W. Thompson, Mexico nearly 30 years ago. She continued her leadership trajectory within WPP agencies ever since.
Vicky is a visionary leader who has been integral in shaping VML LATAM’s evolution since its inception. Her passion for marketing excellence and her ability to build high-performing, culturally rich teams make her the ideal leader to take our LATAM business to new heights. I’m extremely grateful to Juan Pablo for his tireless commitment and legacy-creating leadership at VML, Wunderman Thompson and WPP throughout his career. I'm excited for JP as he embarks upon this next journey in life.
Jon Cook
Global CEO, VML
In addition to Vicky’s appointment, Emiliano Galvan has been elevated to the role of CEO of Argentina from Chief of Offshore Business at VML LATAM. He has served in leadership roles at VML (formerly Wunderman Thompson) for more than 20 years.
“Vicky’s natural ability to connect with our clients and our people means that this transition will be seamless, but also ripe for growth. Vicky has worked closely with Juan Pablo for more than 20 years, a creative and business partnership that is also a true friendship, a testament to what it means to work in the people-centric business ofadvertising. I’m excited for both Vicky and Juan Pablo as they take these next steps forward,” said Mel Edwards, Global President of VML.
I am deeply honored to step into the role of CEO for VML LATAM at such a crucial moment for our agency and our industry. Juan Pablo has set an incredible foundation of creative excellence, collaboration, and client partnership across the region, and I am grateful for the trust, support and camaraderie we have created over the past two decades. I look forward to the opportunity to lead our talented teams, focusing on driving innovation, delivering transformative work for our clients, and nurturing a culture where people can thrive and grow. LATAM is a region full of energy, diversity, and opportunity, and together, we will continue to push boundaries, champion bold ideas, and set new standards for what’s possible in our industry.
Vicky Cole
Newly Announced CEO, VML LATAM
“There isn’t anyone more credentialed or passionate to take on the CEO VML LATAM role than Vicky,” said Juan Pablo Jurado. “Working together has been a highlight of my career, and I am excited to see the momentum she creates in the years ahead. Having spent the majority of my career at WPP it is easy to say how proud I am of all we have accomplished and the relationships we have built with our long-standing client partners.
Most importantly, the ability to have worked with the most phenomenal creative talent in the industry has been an absolute privilege. I’m extremely proud of our LATAM region and all they have accomplished throughout the years. I’ll will continue to be VML LATAM’s biggest fan and advocate.” VML LATAM is one of the agency’s top performing regions, with strong organic growth within its portfolio of CPG, retail and health and pharma brands. Most recently the region picked up significant new account wins, including YPF, Audible, Abbott and Adobe. Since the agency’s merger 18 months ago, its success is attributed to its ability to provide a comprehensive solution for its clients based on the intersection of BX (brand experience), CX (customer experience) and CO (commerce). This proposition, along with its Human First creative philosophy is supported by world-class creativity and technological acumen.
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