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Wunderman Thompson

Wunderman Thompson was a communications formed in 2018 by the merger of the digital-first Wunderman and the traditional advertising firm (JWT), both subsidiaries of WPP. The company combined JWT's century-old expertise in brand storytelling and creative advertising with Wunderman's pioneering and data-driven personalization capabilities, creating an integrated platform for end-to-end solutions in creative, data, commerce, consulting, and technology. Headquartered in New York City and led initially by Global CEO Mel Edwards and Chairman Tamara Ingram, Wunderman Thompson grew to employ over 20,000 people across more than 90 markets worldwide. It focused on delivering personalized customer experiences through partnerships with technology leaders such as Adobe, Amazon, Google, IBM, Microsoft, Salesforce, and SAP, while serving a roster of major clients including Colgate-Palmolive, Dell, Ford, Nestlé, and The Coca-Cola Company. Notable campaigns under its banner included innovative digital strategies for brands like Duracell and Yves Saint Laurent Beauty, emphasizing the fusion of human creativity with advanced analytics and AI. The agency's tenure ended in October 2023 when WPP announced its merger with to form VML, a larger entity with over 30,000 employees across 64 markets, aimed at enhancing integrated creative and commerce services in an AI-driven landscape. This consolidation retired the Wunderman Thompson brand effective January 1, 2024, marking the culmination of WPP's efforts to streamline its creative agencies amid evolving industry demands for connected brand experiences.

History

J. Walter Thompson Company

The J. Walter Thompson Company (JWT) originated in 1864 as the Carlton & Smith Agency, established by William James Carlton in New York City as a space brokerage firm specializing in advertising placements for religious publications. In 1877, James Walter Thompson, an employee of the agency, purchased the business from Carlton for $500 and began transforming it into a more comprehensive operation. By 1879, Thompson had renamed the firm the J. Walter Thompson Company and expanded it into full-service advertising by acquiring the book department previously operated by James Brisbin, enabling the agency to handle copywriting, artwork, and production alongside space buying. This shift marked JWT's evolution from a mere broker to a pioneer in creating branded content, emphasizing magazine advertising to build consumer loyalty for clients like Procter & Gamble and Pond's Extract. Key innovations at JWT included the introduction of the "" role in the early , a position devised by to manage client relationships holistically, integrating creative, research, and business strategy— a model that became standard in the industry. The agency also established its first international office in in 1899, becoming the earliest American firm to expand abroad and laying the groundwork for a global network that reached over 30 countries by 1930. During , JWT contributed to U.S. government efforts by producing advertisements that promoted war bonds, recruitment, and conservation, leveraging its expertise to shape and support the Allied cause. In the 1920s, JWT experienced significant growth amid the radio era, pioneering sponsored broadcasts and persuasive audio campaigns that extended brand reach into American homes; for instance, the agency developed early radio spots for clients like , capitalizing on the medium's novelty to drive mass consumption. The posed severe challenges, with client budgets slashed and some accounts lost, yet JWT adapted by emphasizing cost-effective and class-targeted messaging, ultimately surpassing rivals to become the world's largest agency by billing volume in the early . Post-World War II, the agency thrived during the television advertising boom, creating the first sponsored variety series for in 1947 and transitioning major clients like Kraft to TV, which fueled explosive growth in visual storytelling and consumer engagement. JWT's trajectory shifted in when it was acquired by the British holding company WPP for $566 million in a landmark , integrating the agency into a multinational portfolio and providing resources for further expansion. In the , under new leadership including CEO Chris Wall from 1999, JWT undertook initiatives to revitalize its image, focusing on integrated and while honoring its heritage through campaigns that revived classic motifs like the owl symbol. This period set the stage for JWT's later merger with Wunderman in 2019 to form Wunderman Thompson.

Wunderman Agency

The Wunderman agency was founded in 1958 in by brothers Wunderman and Irving Wunderman, along with partners Ed Ricotta and Harry Kline, under the name Wunderman, Ricotta & Kline. Initially a small direct mail and mail-order firm with just seven employees and no clients, it quickly grew by leveraging innovative response-driven techniques to build measurable customer relationships. Wunderman, often hailed as the father of modern , coined the term "direct marketing" in a 1967 speech at the , emphasizing its focus on accountability and customer engagement over traditional mass . Key innovations from the agency's early years transformed direct response practices. In 1958, Wunderman led the research, business development, and launch of the American Express Card, introducing the world's first customer loyalty rewards program to foster repeat usage and brand affinity. The agency pioneered magazine bind-in subscription cards, enabling targeted reader responses, and spearheaded the first major toll-free 1-800 number campaigns, which streamlined consumer inquiries and boosted conversion rates. Additionally, Wunderman developed the negative option billing model for Columbia Record Club (later Columbia House), where members received selections automatically unless they opted out, revolutionizing subscription-based sales and significantly expanding the club's membership through direct mail and TV ads, including the iconic "gold box" response mechanism. These breakthroughs established direct marketing as a data-driven discipline, prioritizing quantifiable results like response rates over broad awareness. The agency's growth accelerated through strategic expansions. In 1973, it was acquired by Young & Rubicam, gaining resources to scale its operations while retaining autonomy in direct response expertise. By 1988, it rebranded as Wunderman Worldwide to reflect its international ambitions, followed by a 1992 merger with U.K.-based Cato Johnson, forming Wunderman Cato Johnson and enhancing its global direct marketing capabilities. The 1990s marked a pivotal digital shift, as the agency adapted to emerging internet technologies by developing early online campaigns and acquiring digital assets, positioning it at the forefront of the digital agency landscape. In 2000, following WPP's acquisition of Young & Rubicam, Wunderman integrated into the WPP Group, solidifying its role in the evolving world of data-informed, customer-centric marketing. This culminated in its 2019 merger with J. Walter Thompson to form Wunderman Thompson.

Formation of Wunderman Thompson

On November 26, 2018, WPP announced the merger of its (JWT) and Wunderman agencies to form Wunderman Thompson, described as a new creative, data, and agency designed to deliver end-to-end solutions in communications, , , consulting, and . The merger aimed to simplify client access to specialized expertise by combining JWT's renowned creative capabilities with Wunderman's strengths in data-driven and innovation, enabling the agency to inspire for ambitious brands through . This union was part of WPP's broader strategy to consolidate its portfolio into fewer, stronger entities following a period of internal restructuring. Leadership for the new entity was established with Mel Edwards, previously global CEO of Wunderman, appointed as global CEO of Wunderman Thompson, and Tamara Ingram, former CEO of JWT, named as chairman. The agency became fully operational in early 2019, with over 20,000 employees across more than 90 markets, allowing for a unified and loss structure from January 1 and market-by-market senior executive decisions to facilitate integration. Initial integration presented challenges, including blending the cultures and operations of two sprawling networks with distinct legacies—JWT's traditional heritage and Wunderman's digital focus—but synergies emerged through enhanced client offerings, such as leveraging for personalized creative campaigns. In its first full year, Wunderman Thompson demonstrated early momentum with significant new wins, including Duracell's creative account, and showed improved like-for-like of 0.9% in the second half of as benefits took hold. By 2020, the agency launched unified services, exemplified by the global brand study "Inspiring ," which analyzed how brands could drive through inspirational strategies, reinforcing its core principle of fostering client expansion. These developments positioned Wunderman Thompson as a key contributor to WPP's Global Integrated Agencies segment, which reported £10.2 billion in for .

Merger into VML

On October 17, , WPP announced the merger of Wunderman Thompson and to form a new entity named VML, with the integration set to take effect on , 2024. The move aimed to streamline WPP's agency portfolio by combining strengths in creative transformation, brand experience, , and , responding to industry consolidation and clients' needs for more . This unification created a global powerhouse with more than 30,000 employees across 64 markets, led by Global CEO Jon Cook and Global President Mel Edwards, who had previously headed VMLY&R and Wunderman Thompson, respectively. The merger marked the end of Wunderman Thompson as a standalone , with its clients, talent, and operations transferring to VML to foster a unified creative and technology-driven network. Wunderman Thompson's initiatives, such as the Inspire focused on , continued under VML through offerings like Inspire B2B, which evaluates and promotes inspiring strategies for ambitious brands. By 2025, VML had demonstrated post-merger growth, reporting organic revenue increases from over 70% of its top 25 clients in its first full year of 2024, while expanding integrations such as the for innovation, recognized as the Best Use of at the 2025 WorkLife Awards. The network, now comprising more than 26,000 employees across 150 offices, earned accolades including 63 Cannes Lions and rankings as a top creative agency by and , solidifying its position in the evolving landscape.

Organizational Overview

Leadership

Upon its formation in 2018 through the merger of and Wunderman under WPP, Wunderman Thompson was led by global CEO Mel Edwards, who had previously served as EMEA CEO of Wunderman since 2015 and brought extensive experience in regional expansion and client integration to the role. The merger's strategic oversight came from Mark Read, WPP's CEO since September 2018, who had earlier transformed Wunderman as its global CEO from 2015 to 2018, emphasizing data-driven creativity and technology integration during the transition. Edwards' leadership focused on unifying the agency's creative, data, and technology capabilities, with key appointments including Bas Korsten as global in 2019, tasked with elevating creative output and fostering innovation across global offices. Regional leaders included Shane Atchison as CEO from late 2018, who managed U.S. operations until a 2021 leadership shakeup that saw his departure amid efforts to streamline the agency's structure. In , the region saw appointments like Audrey Kuah as CEO in August 2023, reflecting ongoing efforts to strengthen local expertise ahead of broader changes. The agency's leadership philosophy prioritized and , with initiatives aimed at achieving gender in roles and promoting inclusive hiring practices; in 2020, Wunderman Thompson appointed Ezinne Okoro as global chief , , and officer to advance these goals, including frameworks for equitable career progression and cultural representation. As Wunderman Thompson approached its 2023 merger with to form VML, several transitions occurred, including the of Tarun Rai, of strategic initiatives for APAC, in May 2023 after three decades in , signaling a period of restructuring to prepare for integration. Post-merger, Edwards transitioned to global president of VML, collaborating with global CEO Jon Cook to lead the combined entity's 30,000 employees in delivering integrated brand and customer experiences. In November 2025, Edwards announced his from VML, effective late spring 2026.

Global Presence

Wunderman Thompson was headquartered in and maintained a vast international network, operating over 200 offices across 90 markets worldwide as of 2023. This extensive footprint enabled the agency to serve global clients with localized strategies, employing approximately 20,000 professionals who brought diverse expertise to regional challenges. In North America, major hubs included as the global headquarters and as a key center for creative and technology operations. The EMEA region featured prominent offices in and , supporting compliance with regulations like Europe's GDPR through specialized privacy expertise. In , and served as strategic bases, with a strong emphasis on digital growth markets such as , where teams addressed rapid expansion and consumer tech adoption. Latin America operations centered in and , focusing on culturally resonant branding tailored to diverse regional identities. These regional adaptations allowed Wunderman Thompson to deliver customized services, such as optimizations in APAC to capitalize on online retail surges and culturally nuanced campaigns in LATAM to foster amid varied . Following the 2023 merger with , Wunderman Thompson's operations integrated into VML's expanded global network, encompassing over 100 offices and enhancing scale for combined client solutions.

Services and Expertise

Creative and Brand Services

Wunderman Thompson offered a full spectrum of creative services encompassing traditional formats such as , radio, and alongside digital production, experiential activations, and comprehensive consulting to help clients build emotional connections with audiences. These services integrated creative expertise with consultancy elements, enabling end-to-end solutions that spanned the entire and journey. The agency's methodologies emphasized the fusion of compelling with deep insights, often derived from platforms like Inspire, which explored what drives brand inspiration among consumers. This approach incorporated tools such as brand audits to evaluate positioning and creative ideation workshops to co-develop narratives tailored to specific markets, ensuring strategies were both emotionally resonant and commercially viable. For instance, in B2B contexts, Wunderman Thompson advocated for emotional routes to creative effectiveness, prioritizing long-term brand building over transactional tactics. Specializing in omnichannel campaigns, the agency designed seamless experiences across paid, owned, and earned channels to amplify reach and foster consumer engagement, as highlighted in reports like The Future Shopper, which stressed balanced channel strategies for relevance. Sustainability-focused branding formed a key pillar, with initiatives like the Regeneration Rising report guiding clients toward regenerative practices that aligned environmental responsibility with growth opportunities. Post-2020, Wunderman Thompson evolved its offerings from conventional advertising to immersive technologies, including AR/ experiences and activations, such as tech-first campaigns for brands like that blended gaming with brand storytelling. Success in these areas was evidenced by prestigious awards, including the inaugural Lions Creative B2B in 2022 for the "Speaking in Color" with , which used to innovate color-matching in industrial applications. Additional accolades, such as the in Creative Commerce at Lions 2023 for the -driven "Subconscious Order" food ordering with HungerStation, underscored the impact of their integrated creative work.

Data and Technology Solutions

Wunderman Thompson's Data and Technology Solutions division integrated advanced and digital infrastructure to drive client growth through data-informed decision-making and seamless customer interactions. This arm of the agency specialized in leveraging data to optimize and operations, combining consultancy with technological implementation to enhance across channels. Core offerings encompassed (CRM) systems, AI-powered personalization, optimization, and . CRM services focused on building scalable platforms for loyalty programs and individualized customer experiences, often integrating with leading vendors like and . AI-driven personalization enabled dynamic content delivery based on real-time user behavior, while forecasted consumer trends to inform inventory and campaign strategies. optimization involved end-to-end solutions for retail, including site performance enhancements and conversion rate improvements. Proprietary tools included Wunderman Thompson , a platform designed for creating and managing digital storefronts with integrated commerce functionalities. Additionally, data platforms such as Wunderman Thompson facilitated customer journey mapping by aggregating multi-channel data to visualize and optimize touchpoints. These tools supported holistic views of consumer paths, enabling precise interventions at key stages. The consulting arm provided growth strategy advisory, emphasizing ROI modeling for marketing technology (martech) stacks to evaluate investment efficiency and scalability. Advisors collaborated on transformation roadmaps, assessing martech integrations for cost savings and revenue uplift. Innovations highlighted early adoption of for ad targeting, where algorithms refined audience segmentation to boost precision. General frameworks for -driven transformations involved iterative processes: auditing, model deployment, monitoring, and continuous refinement to achieve measurable outcomes.

Notable Work

Key Clients

Wunderman Thompson served a diverse of global brands across more than 20 industries, including , , packaged (CPG), and , fostering long-term partnerships that drove through integrated strategies. In the sector, has been a key client since around 2010, with Wunderman Thompson Health handling work on multiple drugs and efforts. For financial services, maintained a longstanding relationship with Wunderman Thompson, focusing on innovations and financial abuse awareness campaigns that enhanced customer trust and accessibility. These efforts included global initiatives promoting fee-free international transfers and prevention, strengthening HSBC's . In technology and consumer electronics, partnered with Wunderman Thompson since the 2010s, particularly for and social media management starting in 2017, which optimized customer experiences and data-driven engagement across and beyond. Within the CPG sector, Wunderman Thompson collaborated with on product launches and authenticity campaigns, such as anti-counterfeiting efforts that reinforced among consumers. Similarly, the agency worked with on food and beverage innovations, including the 2020 Just Right Fusion relaunch in and a 2022 account win for broader brand strategy. A notable recent addition was in 2022, where Wunderman Thompson became the global agency of record for brand strategy, supporting expansions in the competitive beverage market through creative platforms like "Made a Little Better." These partnerships exemplified Wunderman Thompson's role in delivering measurable growth, such as enhanced e-commerce engagement for tech clients like .

Prominent Campaigns

In 2022, Wunderman Thompson crafted a ad for Hellmann's "Make Taste, Not Waste" , a sustainability-focused effort that humorously positioned as a versatile solution to reduce waste by transforming leftovers into new meals, challenging s to rethink alternatives to discarding ingredients. The effort featured bold visuals and messaging to highlight Hellmann's role in eco-friendly cooking hacks, aligning with broader environmental goals amid growing for sustainable practices. This approach not only amplified but also drove measurable , with the reducing waste by up to one-third in participating studies and exceeding projected sales targets within the first week of launch. The campaign earned recognition through Effie Awards, including Silver for Seasonal Marketing and Bronze for Food & Beverage categories in 2023. The agency's 2020 "Dear Neighbor" initiative for addressed the challenges of by creating an immersive experience that simulated escaping noisy home environments through , turning isolation frustrations into opportunities for personal peace. Developed by Wunderman Thompson as part of the "Stay Noisy" and "Dear Neighbor" series, the campaign used black-and-white cinematography and relatable scenarios of disruptive neighbors to promote Bose's audio technology, emphasizing empathy and innovation during global uncertainty. It resonated widely, securing two Gold awards at the MAD Stars 2020 and a Silver in Online Video Ads at the Cresta Awards 2020, while boosting brand engagement through shares and headphone inquiries. Wunderman Thompson's 2023 "Nostalgia" campaign for employed retro-themed digital advertisements featuring Indian cricketer to evoke the bank's heritage and foster a sense of belonging among international students and expatriates facing cultural displacement. Titled "Bats for Belonging," the work drew on nostalgic elements like childhood gully games to illustrate HSBC's role in bridging global opportunities, using heartfelt storytelling across TV, digital, and out-of-home media to connect emotional heritage with modern banking services. The campaign enhanced brand affinity in key markets, contributing to increased account openings among target demographics, and received praise for its cultural relevance in industry critiques.

Research Initiatives

Inspiring Growth Platform

The , launched by Wunderman Thompson in 2020, serves as a proprietary framework that links to measurable business growth through a . The initial surveyed 4,000 consumers across 45 markets, examining how inspirational qualities influence consumer behavior and performance. At its core, the platform posits that inspiration drives 63% of a 's to grow , alongside 52% of its capacity to command and 48% of its success in converting customers at purchase. The framework identifies key attributes of inspiring brands, categorized into three factors: Elevating (encompassing purpose, such as and customer care), Magnetic (reflecting , like trustworthiness and recommendability), and Motivating (focusing on , including high performance and value). These attributes form the basis for evaluating how brands can foster emotional connections that propel growth, emphasizing inspiration as a process where brands present positive possibilities that compel consumer action. Central to the platform is the Inspire Score, a that ranks brands based on their inspirational impact across the three factors, serving as a predictive indicator of expansion and pricing power. For instance, in the 2022 ranking, topped the list, followed by Apple, , and , highlighting technology leaders' dominance in inspiring consumers globally. This score draws from extensive data, including over 85,000 brand studies across 19,000 brands in 722 categories and 26 markets for the 2021-2022 period. As a diagnostic tool, the Inspire Score enables clients to benchmark their brands against global peers, identify gaps in inspirational attributes, and develop strategies to enhance qualities like and innovation for improved growth outcomes. It supports targeted interventions, such as refining brand messaging to build or emphasizing innovative features to motivate purchases. The platform evolved through annual consumer brand reports from 2020 to 2022 and was extended to B2B contexts in 2023, with each iteration refining the methodology and uncovering shifting consumer priorities. Post-pandemic findings reveal heightened emphasis on inspiration in areas like mobility and social connectivity, with brands such as , , , and gaining prominence due to their role in enabling aspirational experiences amid , while sectors like personal care and experienced relative declines. Following Wunderman Thompson's merger into VML in 2024, the platform continues as a core research initiative under the new entity.

Other Brand Studies

Wunderman Thompson's Future 100 reports, produced annually from 2020 to 2023 through its intelligence division, provided forward-looking predictions on emerging consumer and industry trends, emphasizing areas such as ethics, , and marketing. Following the merger, VML continued the series with editions in 2024 and 2025. The 2020 edition spotlighted ethics challenges, noting that 89% of consumers viewed practices as sneaky and highlighting gender biases in algorithms, as seen in the Apple controversy where promotional credit limits favored men. It also predicted shifts in , with brands adopting climate-positive strategies like Airport City's surplus and Lexus's subscription model for vehicle access to reduce ownership-based waste. By 2023, the reports had evolved to address marketing, forecasting trends like meta-inclusivity where brands integrate diverse values into virtual experiences and cocreative commerce enabling users to design in-game products. In 2023, Wunderman Thompson extended its core inspiration metrics to contexts through the B2B Inspire study, which analyzed how emotional connections drive growth for B2B brands and introduced an initial top 10 ranking to guide strategic inspiration. This built on the agency's broader Inspire platform by applying similar proprietary scoring to evaluate B2B brands' ability to evoke positive possibilities and compel action among professional audiences. The agency's consumer behavior surveys in 2021 captured post-COVID transformations, particularly in , with the Future Shopper Report surveying over 28,000 consumers across 17 countries to reveal lasting habit changes like accelerated online adoption. The study forecasted that online retail would comprise 51% of global sales in a post-pandemic world, driven by preferences for marketplaces offering superior delivery options, as 66% of respondents favored them for speed and variety. It also touched on implications for , underscoring how pandemic-induced influenced consumer demands for empathetic, wellness-oriented that supports emotional amid disrupted routines. As a WPP company, Wunderman Thompson engaged in collaborative efforts for global trend forecasting, integrating its outputs like the Future 100 series into WPP's broader ecosystem to inform client strategies across the network. These initiatives, often co-developed with WPP partners, aggregated data from diverse markets to predict macro shifts in , , and consumer sentiment. These research efforts served dual purposes: internally, they informed client strategies by providing data-driven insights into trend navigation and growth opportunities; publicly, their release positioned Wunderman Thompson as a leading authority on forward-thinking industry analysis, with reports like Future 100 influencing discussions on sustainable and ethical innovation.

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