Published on: November 12, 2026
VML has announced a leadership transition, with Dr. Adam Kennedy set to take over as CEO as Paul Bradbury prepares to leave the agency to pursue a new opportunity. Bradbury, who joined the business earlier this year, will step down ahead of the new year.
Kennedy brings more than 20 years of international and local industry experience to the role. He has been associated with VML for the past nine years, contributing to the agency’s growth and expansion across Australia.
He joined VML in 2017 as Managing Director of its Brisbane office and later took on additional responsibility for the Perth operations. During his time with the agency, Kennedy played a significant role in securing several new business wins, including Brisbane 2032 Olympic and Paralympic Games, RACQ, TerryWhite Chemmart, University of Western Australia, Good Drinks Australia, Visit Brisbane, Queensland University of Technology and Goodlife Health Clubs.
Commenting on the appointment, Rose Herceg, Chief Executive of WPP ANZ, said, “We are thrilled to elevate Adam to the CEO role and have him lead VML into its next phase of growth. Having worked across the business and alongside every VML leader for the past nine years, he has a deep understanding of the people, clients and culture, as well as the agency’s Human First philosophy and approach to building connected brands,”
She added, “He has already played a key role in bringing together our local talent and expertise with the breadth of VML and WPP’s global capabilities and is well placed to build on that strength across ANZ.
This understanding teamed with his significant VML leadership will enable him to step into the CEO role with immediate momentum.”
Kennedy holds a PhD in Brand from Kingston University. Before joining VML, he spent ten years working with leading creative agencies AMV BBDO in London and Clemenger BBDO in Melbourne.
He has also developed a long-standing creative partnership with Paul Nagy, VML’s Chief Creative Officer. Their collaborative work has delivered business outcomes for clients and received recognition across major industry awards, including Cannes Lions, D&AD, One Show, Clio, AWARD, IPA Effectiveness and Effies.
Reflecting on his new position, Kennedy said, “I’ve been lucky to play a part of VML’s creative rise, rapid transformation and human-first approach in recent years. Now, more than ever, creativity is vital to business growth. VML has the talent, technology and knowhow to partner with clients to deliver breakthrough ideas,”
He further stated, “There’s no better time to take helm as VML’s approach is gaining real market traction – significant new business wins, electric new talent, and world-class creative ideas, all underpinned by the power of WPP Open, our proprietary AI Operating system. I’ve loved working with Bradders and wish him every success. He’s set some great foundations that have built momentum in a short time. I can’t wait to rip in.”
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