VML UK Appoints Sanjiv Mistry Executive Creative Director

​VML UK  have appointed Sanjiv Mistry as executive creative director. Sanjiv will report to chief creative officer Ryan McManus and work across the agency's diverse client portfolio.

Sanjiv brings nearly two decades of creative leadership experience to VML, having built a distinguished career spanning multiple markets, sectors and disciplines. He previously spent 10 years at McCann London, rising from group head to executive creative director.

At McCann, he led the transformation of its Microsoft division into a creative-centric operation, developing a succession of high-profile campaigns for Xbox, including ‘Survival Billboard’, ‘The Birth of Gaming Tourism’, and the Titanium-winning ‘The Everyday Tactician’. He also created Xbox Design Lab Originals: The Fanchise Model, which won the first-ever Cannes Grand Prix in Commerce, and was celebrated equally for its creativity and effectiveness.

“Sanjiv knows how to make work that people remember and moves the needle for clients. He brings a sharp creative mind, real cultural intuition, and a deep understanding of what makes brands matter. We are super excited to have him on board.” commented Ryan McManus, chief creative officer at VML UK.

Throughout his career, Sanjiv has demonstrated expertise in developing large-scale integrated campaigns that blend traditional advertising with digital innovation. His strategic approach to creative problem-solving and love for brand building have consistently delivered insightful and impactful work that resonates with global audiences.

Sanjiv is one of the most awarded creative leaders in the UK, with over 1,000 international awards. Among these are almost 80 Cannes Lions, 43 D&AD Pencils, and 45 One Show Pencils, including the Penta Pencil for consistent creative excellence. In the 2024 Cannes Creativity Report, he was ranked the No.1 ECD in the UK and No. 5 globally.

“From the moment VML approached, I was in awe of the scale,” said Sanjiv. “Scale of ambition. Scale of capability. Scale of talent. But all of it expressed through groups of smart, funny and thoroughly lovely people. I am so happy to be joining this team, to help add new chapters to the agency's storied history.”

Sanjiv's appointment marks the second executive creative director role filled under chief creative officer Ryan McManus's leadership since he joined the agency in 2024. The hire follows the December 2024 appointment of Juliana Paracencio, who has successfully led creative direction for the Boots and The No.7 Company accounts and contributed to the agency's celebrated 'DIY by IKEA' campaign, which launched earlier this year. These two high-profile appointments within a 12-month period underscore the agency’s dedication to attracting exceptional creative talent and delivering human-first creative solutions for clients.