BAV Group Appoints Laura Jones as Global Chief Executive Officer

BAV Group, a specialty unit of VML and the world’s leading authority on data-driven branding, has announced the appointment of Laura Jones as its global chief executive officer. In her new role, Laura will lead the company’s strategic direction, global operations, and continued innovation in brand analytics, valuation, measurement, and consumer insights. Laura will focus on scaling BAV Group operations and innovating products that deliver quantifiable proof of brand-building's contributions in a performance-driven marketing landscape.

Laura brings over 20 years of experience in branding, data-driven strategy, and business transformation. In her prior role as chief strategy officer of BAV Group, Laura served as the commercial and strategic head of BAV Group where she played a pivotal role in evolving the firm’s commercial operations, optimising revenue models, and enhancing its data-driven consulting capabilities.

“Laura is perfectly poised to lead BAV Group as it enters its next chapter of growth. Her deep understanding of both brand building and data analytics, combined with her proven track record of driving business results makes her uniquely qualified. BAV Group's business advisory and strategic application of WPP’s proprietary BrandAsset Valuator data set remain central to equipping marketers with the insights that drive long-term growth,” said Jon Cook, global CEO of VML.

The appointment further aligns BAV Group’s operating model for accelerated growth in 2025. Jones led BAV Group through a year of business growth and recognition last year. BAV Group achieved 11% growth in 2024, driven by deepening relationships with long-standing clients across a wide range of industry verticals as well as welcoming eight new clients to its roster. BAV Group was also included among the 10 vendors recognised as notable Brand Measurement Consulting Service providers in Forrester’s The Brand Measurement Consulting Services Landscape, Q4 2024.

"Brands today need more than just data, they need decision making engines that drive real impact,” said Laura. “BAV Group has been a trusted partner in helping organizations not only manage their brand’s equity but also shape strategies that link brand investment with increased valuation and enterprise growth. I am committed to ensuring that BAV Group continues to provide businesses with the insights they need to make bold strategic and confident decisions.”

BAV Group’s offering is further amplified by VML’s data and analytics capability covering futures and intelligence, insight and analytics, data design and enablement, and marketing measurement and optimisation.

Prior to joining BAV Group, Laura built her career with roles in creative strategy, branding, business development, and data-driven marketing leadership; holding senior positions at Omnicom and Interpublic Group agencies. During this time, she worked with iconic brands such as Mercedes-Benz, Mastercard and Verizon, leading strategic initiatives that included developing integrated marketing campaigns, launching new brands, and driving cross-agency collaboration. In partnership with her clients, Laura has earned numerous accolades including Effie, Webby and Cannes Media Lions awards, as well as the distinguished ARF David Ogilvy Award, which recognises research contributions to advertising success.