VML names Adam Kennedy ANZ CEO as Paul Bradbury exits

VML has promoted Adam Kennedy to CEO of Australia and New Zealand, replacing Paul Bradbury, who will leave at the end of the year after joining the agency in early 2026.

Kennedy will take over in January 2027. Bradbury has resigned to pursue a new opportunity and will work with Kennedy on the leadership transition.

The appointment elevates a nine-year VML executive who has led its Brisbane and Perth offices and helped secure clients including the Brisbane 2032 Olympic and Paralympic Games, RACQ and TerryWhite Chemmart.

Kennedy steps up after nine years

Kennedy joined VML as managing director of its Brisbane office in 2017, later expanding his responsibilities to include Perth.

Before VML, he spent a decade across AMV BBDO in London and Clemenger BBDO in Melbourne. He holds a PhD in Brand from Kingston University in London and has an established creative partnership with VML chief creative officer Paul Nagy.

WPP ANZ CEO Rose Herceg said Kennedy’s experience across the business positioned him to lead its next phase.

“We are thrilled to elevate Adam to the CEO role and have him lead VML into its next phase of growth. Having worked across the business and alongside every VML leader for the past nine years, he has a deep understanding of the people, clients and culture, as well as the agency's Human First philosophy and approach to building connected brands. He has already played a key role in bringing together our local talent and expertise with the breadth of VML and WPP’s global capabilities and is well placed to build on that strength across ANZ.”

“This understanding, teamed with his significant VML leadership, will enable him to step into the CEO role with immediate momentum.”

Creativity and technology on the agenda

Kennedy will oversee VML ANZ’s creative offering, building on recent client wins and new talent, with WPP’s proprietary AI platform, WPP Open, supporting the agency’s work.

Having helped shape VML’s creative direction and transformation in recent years, he sees creativity as central to clients’ business growth.

“Now, more than ever, creativity is vital to business growth. VML has the talent, technology and know-how to partner with clients to deliver breakthrough ideas.”

Kennedy also credited Bradbury with laying the foundations for the agency’s next phase, saying his predecessor had built momentum in a short time.

“I’ve loved working with Bradders and wish him every success,” he said. “I can’t wait to rip in.”

Bradbury departs after a year

Herceg credited Bradbury with securing major clients and preparing the business for future growth. She also flagged further senior appointments in the coming months.

Bradbury said the agency’s leadership team provided continuity as Kennedy prepared to take over.

“It has been a privilege to work alongside the incredible talent across VML Australia and New Zealand and its global network. VML’s connected capabilities, backed by the strength of WPP, are a genuine point of difference, bringing together the expertise to drive tangible growth for clients and create work that connects with both people and machines. That same commitment to growth extends to its people, with a strong leadership bench and experienced operators like Adam ready to take the helm. I’m thrilled to see him step into the CEO role as the agency heads into 2027 with a strong foundation for the future.”

VML has not disclosed Bradbury’s next role.