VML Expands Into Mexico City & Buenos Aires

Global marketing agency VML, part of the Y&R network, today announced the addition of two new offerings in Mexico City and Buenos Aires. The expansion is a result of WPP’s Crossmedia becoming a part of the VML network, which now includes more than 2,300 employees with 26 offices worldwide.

Founded in 2003, Crossmedia started as an email marketing company and evolved into a full-service digital agency by 2006. The agency works with clients such as Bimbo, Banamex, LG and eBay, among others. In 2013, Crossmedia was named Digital Marketing Agency of the Year by Mexico’s leading advertising industry magazine, Merca 2.0.

“VML has an established presence and history in Latin America through our Brazil and Colombia operations, but there has always been a strong client demand for VML operations in Mexico. We have spent years searching for the right partner, and we have now found that fit with Crossmedia,” said VML Global CEO Jon Cook. “Crossmedia’s existing operations in Mexico and Buenos Aires nicely complement VML’s offering in Bogotá and São Paulo, where we work with clients such as Mazda Colombia, Kimberly-Clark and Colgate. The Crossmedia team already embodies VML’s culture and spirit.”

Crossmedia executive leadership includes Chief Executive Officer Javier Dorrego, Chief Operations Officer Andrés Sánchez and Chief Creative Officer Nacho Coste.

“VML brings a unique combination of digital expertise, world-class strategy and business intelligence, along with unmatched global support,” said Dorrego, who will now be CEO of VML Mexico. “We are very excited about taking our clients to the next level as the advertising landscape continues to evolve.”

David Sable, Global CEO of Y&R, added “This is a great addition to the Y&R family — an important set of resources that will help our clients reach their consumers across today’s broad media landscape. It is part of our longstanding global strategy to continually develop the complementary resources of VML and Y&R Advertising to deliver creative marketing solutions that build our clients’ brands and business.”

Crossmedia will be fully branded and operational as VML by the end of the first quarter of 2015.