Joe Petyan

Joe Petyan is a globally experienced agency leader with nearly 30 years in the industry, known for building high-performing, multidisciplinary teams and long-term client partnerships. Based in London, Joe is CEO of VML UK, where he leads the agency’s fully integrated creative, data and technology offering to drive brand growth and business transformation.

Before joining VML, Joe most recently served as WPP’s global client lead for HSBC and Haleon, two of the holding company’s largest global accounts. Across his career - including five years as an agency head - he has led teams across strategy, creativity, CX, commerce and technology, earning a reputation for combining strong commercial results with bold, insight-led creative work for some of the world’s most recognisable brands.

At VML UK, Joe oversees a newly unified business that brings together the core agency with VML’s Enterprise Solutions — integrating consulting, customer experience, commerce, data and technology to help clients solve complex challenges and unlock new growth. He works in close partnership with the UK leadership team to champion VML’s human-first creative philosophy, creating work that is insight-led and culturally resonant, while pushing innovation boundaries.