VMLY&R Japan

Mid-tier WPP network agency in Japan, serving multinational and domestic enterprise clients with integrated creative and CX services before rebranding to VML Japan

VMLY&R Japan operated as the Japanese arm of WPP's global creative and customer experience network, VMLY&R, serving both Japanese domestic brands and multinational corporations operating in the Japanese market. The agency delivered integrated marketing services spanning brand strategy, digital transformation, creative campaigns, CRM, and customer experience design, leveraging the global network's capabilities while adapting them to the nuances of the Japanese market and consumer culture. VMLY&R itself was formed in 2018 through the merger of VML and Y&R, two storied WPP agencies, creating a combined creative and technology-driven marketing powerhouse. The Japan office carried forward this integrated model, positioning itself as a full-service partner for clients seeking both creative excellence and data-driven marketing solutions in one of the world's most sophisticated consumer markets. In early 2024, WPP merged VMLY&R with Wunderman Thompson to form VML, a new unified global agency brand. As a result, VMLY&R Japan was rebranded as VML Japan, folding the Tokyo operation into the new combined entity. The rebranding reflects WPP's broader strategy to consolidate its agency portfolio and create larger, more integrated offerings capable of competing with global consultancies and holding company rivals across creative, technology, and data disciplines.