VML Latam closes an exceptional year, consolidating itself as one of the most creative and effective networks in the region after a series of international and regional recognitions that set the pace for the industry.

VML Latam's creative performance left its mark at the world's leading festivals. VML Uruguay won a Gold Lion at Cannes Lions 2025 with "The Rewards Bag." VML Latam also won 4 Silver Lions and 9 Bronze Lions.

Among the year's most emblematic works, “This Is Not a Game” by VML Mexico was named Best of Show at The One Show 2025, and “Coke Creating,” from the same office, received a prestigious Yellow Pencil at D&AD.

In terms of effectiveness, the regional network shone at the Effies Latam, where it obtained 24 statuettes, including 10 Golds, positioning itself as the second most effective network in the region. This momentum was also reflected locally: VML Mexico and VML Argentina were chosen as Agencies of the Year.

At the FIAP Awards 2025, VML Latinoamérica was named Network of the Year, while Argentina, Mexico, and Uruguay were chosen as the best agencies in their respective countries.

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At El Ojo de Iberoamérica, both VML Argentina and VML Uruguay were distinguished as Best Agencies in their countries, and Rafa Quijano and Daro González were recognized as the best creatives in Argentina, with Rafa Barthaburu as the best creative in Uruguay.

All these recognitions celebrate more than just ideas: they highlight teams, talent, and the strength of a region. In addition to showcasing the excellence of the ideas developed in Latam, the awards confirm the power of a creative philosophy that VML Latam adopted as its guiding principle: the “Human First” approach. In an environment where technology, automation, and AI set the pace of the conversation, the network embraced a simple yet powerful principle: putting people at the center. “When we deeply understand what drives audiences, we create ideas that win awards and generate real connections with business results,” says Victoria Cole, CEO of VML Latam.

This approach is reflected not only in the award-winning campaigns but also in the talent that drives creativity. Creative teams from across the region were also recognized among the most promising and innovative minds on the continent. “Every Lion in Cannes and every statuette won proves that human and authentic ideas can go anywhere. But none of this happens alone: every award is, in reality, the result of the work of a team that believes, trusts, and creates together throughout our vibrant region,” comments Luis Madruga, Chief Creative Officer of VML LATAM.

VIDEO PREMIOS 2025 2m

The impact of regional creativity is, more than ever, a driving force for transforming industries and opening new conversations between brands and audiences. In a challenging context, the “Human First” perspective becomes a competitive advantage: it not only allows for a better understanding of culture but also anticipates needs and generates solutions that matter. “LatAm has a creative energy that cannot be copied. We transform every problem into a starting point and every human emotion into a path. Awards are nice, of course; but what truly matters is when an idea reaches people, the brand becomes a part of their lives, and this also translates into good business results,” emphasizes Madruga.

With this compass, VML LATAM projects a 2026 where expansion, innovation, and creativity will continue to be based on a deep understanding of people. A vision that not only inspires but redefines what it means to create relevant creativity today. “True success,” concludes Cole, “is when our ideas improve people’s lives and the future of brands. That is the legacy we want to build.”

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