VML Appoints Adam Kennedy as New CEO

Paul Bradbury is leaving the agency to pursue another opportunity, and Adam Kennedy takes over the chief executive role.

Updated on Nov. 12, 2026 in People

VML CEO Paul Bradbury has stepped down after joining the agency at the start of 2026, and Adam Kennedy has been appointed chief executive. Kennedy was elevated to the role by WPP ANZ chief executive Rose Herceg.

Why it matters

The leadership change puts an agency veteran with nine years at VML in charge of the business. Kennedy is expected to lead VML into its next phase of growth using the WPP Open AI operating system.

Adam Kennedy has more than 20 years of international and local industry experience and has spent nine years at VML. Bradbury joined VML at the start of 2026, making his tenure about a year.

The players

VML

VML is a global creative and marketing agency network that is part of the WPP group.

Adam Kennedy

Adam Kennedy is an advertising industry leader who holds a PhD in Brand from Kingston University and previously worked at AMV BBDO in London and Clemenger BBDO in Melbourne.

Paul Bradbury

Paul Bradbury is an advertising executive who served as chief executive of VML before stepping down to pursue another opportunity.

Rose Herceg

Rose Herceg is the chief executive of WPP ANZ, the Australian and New Zealand arm of the WPP advertising group.

The details

Kennedy joined VML in 2017 as managing director of VML Brisbane and later expanded his remit to lead the Perth office. He helped win clients including the Brisbane 2032 Olympic and Paralympic Games, RACQ, TerryWhite Chemmart and the University of Western Australia.

2017: Adam Kennedy joins VML as managing director of VML Brisbane.
Start of 2026: Paul Bradbury joins VML as CEO.
12 November 2026: Bradbury's departure and Kennedy's appointment are announced.

Market Landscape

The appointment is part of WPP's broader strategy of running its agencies on the WPP Open AI operating system, which Kennedy will use to lead VML. The move signals continuity within the group's Australian and New Zealand operations under WPP ANZ chief executive Rose Herceg.

For clients and staff of VML, the leadership change may shape the agency's direction under Kennedy's leadership in Australia. The source does not indicate any immediate changes to services, pricing or staffing.

The takeaway

Leadership continuity and internal promotion can provide stability during transitions at major agencies. Kennedy's long tenure at VML gives the agency a familiar face as it moves into its next growth phase.