New York, USA – VML has promoted Jeff Geheb to chief executive officer of VML Enterprise Solutions, the company’s $1.5 billion technology and transformation arm. The announcement marks a significant step for the rapidly expanding division, which plays a central role in VML’s digital and creative strategy under the broader WPP umbrella.
Geheb will continue to report to Jon Cook, global CEO of VML.
VML Enterprise Solutions brings together the agency’s technology transformation, commerce, customer experience (CX), and consulting services. The unit also taps into WPP Open, the holding company’s AI-powered marketing operating system, to enhance collaboration and innovation across its service lines.
As CEO, Geheb will oversee four core focus areas within VML Enterprise Solutions. The Consulting practice helps businesses identify new growth opportunities through innovation, brand, and experience strategies, supported by advanced analytics to drive measurable impact.
Meanwhile, the Customer Experience (CX) team delivers end-to-end experience design and implementation services, including CRM, loyalty programs, personalisation at scale, and digital product development aimed at enhancing customer engagement.
The commerce arm focuses on building seamless omnichannel retail experiences across direct-to-consumer, B2B, and marketplace channels, leveraging WPP’s retail media and performance marketing capabilities.
Lastly, the Technology Transformation division modernises legacy systems by implementing AI-driven operating models that boost efficiency and unlock new capabilities, all while minimising risk through proven delivery methodologies.
Speaking on his appointment, Jeff said, “The fusion of top-brand creativity and cutting-edge technology has always been VML’s greatest market differentiator. I love leading VML Enterprise Solutions because my teams and I around the world have the opportunity to connect commerce, consulting, customer experience, and digital transformation cohesively. We also get to do this alongside the best brand creative thinking in the world. It’s a unique and relevant opportunity that we never take for granted.”
Meanwhile, Jon Cook, global CEO at VML, commented, “VML has always been a unicorn with our level of world class brand creativity and enterprise-level technology all connected in one company. We have been proud to consistently be ranked as one of the top brand creative agencies in the world. And we certainly have great competitors in that space.”
He added, “But none that also possess the scale of connected transformation, commerce, CX and consulting alongside that brand creativity that we have at VML. For more than 20 years, Jeff has been an architect and pioneer of that unique fusion in all he and his team have built in VML Enterprise Solutions. I couldn’t be more excited for Jeff’s next chapter as CEO of this critical element of VML.”
The VML Enterprise Solutions portfolio also includes a network of specialised brands such as Corebiz, Diff, eNext, Gain Theory, PMWeb, VML MAP, Marketdata, Velvet, Proto, and The Cocktail. These entities bolster the division’s capabilities in commerce development, marketing measurement, data platforms, and consulting, with many solutions powered by WPP Open’s integrated technology stack. Key clients include major global brands such as Ford, The Coca-Cola Company, Google, IKEA, Sainsbury’s, Sherwin-Williams, T-Mobile, and United Rentals.
