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Hires, Wins & Business

VML Strengthens New Connections Practice with Senior Promotions

Connections practice will be led by Amy Worley, who moves to chief connections officer role

VML Strengthens New Connections Practice with Senior Promotions

VML has rebranded its channel activation team to connections to reflect the department’s role as experts in connecting brands to consumers in a contemporary and relevant way.

“Our charter as an agency, across all departments and specifically this department, is to effectively create connected brands,” said Jon Cook, global CEO. “‘Connections’ is a term that fits our progression perfectly.”

VML’s retail team will become a connections channel, joining the already established paid media, search, social media and PR channels. This bold yet practical shift aligns with the tremendous momentum VML is experiencing.

VML’s connections practice will be led by Amy Worley (pictured), who will move from executive director to chief connections officer, a title that appropriately reflects her contributions to how this department has grown and evolved. In her new role, Worley will ensure that VML purposefully connects brands to audiences with results and delivers fully integrated communications planning as well as best-in-class expertise in every communications channel. 

Worley’s award-winning connections team is nearly 100 people and growing, with clients like Wendy’s, Electrolux/Frigidaire and Tennessee Department of Tourist Development. The group collaborates with VML strategy, creative and technology to unlock and enable powerful ideas. Together they maximise the value of every touch point across the connected consumer experience, including social media, paid media, paid and organic search, retail and shopper marketing, and PR. Worley is a vital part of VML’s executive leadership team and will report directly to Cook.

Lisa Purpura has been promoted to managing director, media. Since joining VML in March 2017, Purpura has helped grow the agency’s media business by more than 30 percent. In her new role, she will continue to lead and structure VML’s media practice into future growth and success. Purpura joined VML from Havas Media in Chicago, where she was vice president, account director. In that role, she worked on major brands like Safelite and the American Medical Association. Purpura has more than 18 years of online and offline media planning experience and has held roles as group director, media director, engagement director and online strategy director. She will continue to report to Worley.