VML on Creativity: Full Series Out Now

In this episode, we sit down with Tom Murphy, Co-Chief Creative Officer of VML US, to dive into the power of long-term brand platforms - ideas built to last. Tom shares his perspective on what makes a brand platform truly enduring, how to develop work that stays relevant across years (not just weeks), and why timeless insights are still the most powerful creative fuel.

We explore iconic examples like KitKat’s “Have a Break,” Hellmann’s Super Bowl presence, and Wendy’s fresh, sassy social voice. From campaign longevity to platform adaptability, Tom breaks down what it takes to build something that sticks - and why patience, empathy, and relentless enthusiasm are underrated creative tools.

Creative Work Mentioned in This Episode:

In this episode, we sit down with Mel Routhier, Chief Creative Officer of VML Health and VML Chicago, to explore what creativity looks like in the health space. Health advertising is highly regulated, often conservative, and filled with guardrails. Yet Mel and her team are finding new ways to tell human, emotional, and brave stories that make a real impact.

We break down how Mel’s blended teams and outside-the-box thinking have led to standout work that pushes past traditional pharma campaigns. From empowering rheumatoid arthritis patients through animation to tackling diabetes stigma and creating product innovation after mastectomy surgery, this episode is packed with insight on expanding what creativity in health can be.

Creative Work Mentioned in This Episode:

In this episode, we sit down with Manuel Bordé, Global Chief Creative Officer of Commerce at VML, to explore what creativity looks like at the intersection of storytelling and selling. Manuel shares how modern commerce is about more than driving conversions - it’s about building brand equity and emotional connection in the moments that matter.

We dive into standout examples like The Kleenex® Score, an emotional rating system on IMDb that lets viewers buy tissues mid-tears, and Name This OREO, a gamified mobile experience born from a viral trend that turned OREO’s iconic structure into an entirely new brand language. Manuel breaks down how creativity can transform transactional moments into powerful, playful expressions of brand purpose - and how commerce, when done right, is culture.

In this episode, we sit down with Allison Pierce, Chief Creative Officer of VML Kansas City, to unpack creativity in branded experiences. From playful real-time activations to purpose-driven documentaries and accessible tourism innovations, Allison shares how her teams find fresh ways to engage audiences beyond traditional ads.

Allison also shares her perspective on balancing brand experience with brand goals, pushing ideas beyond briefs, and why data is her secret weapon to selling creative work. If you want to learn how to make brand storytelling resonate in culture, this is a must-listen.