VML has appointed Vanessa Tout as managing director of its Melbourne and Sydney offices, handing her the reins as long-time leader Sarah Bailey steps away from agency life to focus on writing and screen projects.
The move marks a leadership handover at a time of sustained momentum for the agency, with VML coming off major creative wins, new client growth and continued consolidation of its east coast operations.
Tout succeeds Bailey, who has led the combined Melbourne and Sydney business since 2021 and will now transition into full-time authorship while expanding her work across books, television and audio.
Continuity with commercial momentum
Tout joined VML four years ago as Melbourne managing partner and has played a central role in strengthening client relationships, accelerating growth and shaping culture across the business.
During her tenure, VML secured a Gold Effie for Defence Force Recruiting’s ADF Careers Make Your Impact campaign, welcomed new clients including Kubota and Museums Victoria, and ranked number one in Campaign Brief’s The Work for three consecutive years, alongside multiple Cannes Lions wins.
Thomas Tearle, VML CEO Australia and New Zealand, said the appointment reflects both performance and fit.
“I couldn’t be more excited for Vanessa and Sarah. Vanessa is exactly the leader our teams and clients need – commercially sharp, creatively driven and unwavering in her focus on outcomes,” Tearle said.
“The momentum she’s built, from a Gold Effie to meaningful new client partnerships, sets us up brilliantly for the next chapter in Melbourne and Sydney.”
A new chapter, built on shared foundations
Tout said stepping into the role was both an honour and a continuation of work already underway.
“Working so closely with Sarah over the past four years has been a privilege, and I feel fortunate to have learned from the best,” she said.
“I’m honoured to step into this role and build on the strong foundations she and I have created with the team. Looking to 2026, we’re focused on delivering connected creativity with humanity at its core, deepening our partnerships and driving measurable growth for our clients.”
She added that championing talent across both cities would be central to her leadership approach.
“I’m excited to champion our brilliant talent in Melbourne and Sydney and keep raising the bar on work that moves people and businesses.”
Sarah Bailey’s next creative act
Bailey joined VML in early 2019 and oversaw a period of significant growth, uniting the Melbourne and Sydney offices under a single leadership structure and guiding the agency through multiple mergers while maintaining a strong awards trajectory.
Alongside her agency career, Bailey is an acclaimed crime author.
Her debut novel, The Dark Lake, won both the 2018 Davitt Award for Best Crime Debut and the Ned Kelly Award for Best First Crime, and is currently in development for television, with production scheduled for 2026.
Her latest novel, Click, will be published in March 2026, alongside the launch of a book-focused podcast and social media brand.
Reflecting on her time at VML, Bailey said the decision to leave was emotional but energising.
“Joining the VML team in early 2019 was one of the best decisions I ever made. It has been such a rewarding seven years, and I’m very proud of the work the agency has produced during this time and how we’ve navigated the cut and thrust of agency life,” she said.
“Leaving is incredibly bittersweet, but I’m excited about the creative projects I’m taking on, and I’m excited for Vanessa, Rich and the broader VML team and clients knowing what they have in the pipeline and the people they have in place to deliver it.”
Leadership change without disruption
For VML, the transition signals continuity rather than reset: a shift that keeps creative leadership, commercial performance and culture tightly aligned as the agency heads into 2026.
As Tearle put it, the business is not losing momentum – it’s simply turning the page.
Main image: Vaness Tout, Sarah Bailey, Thomas Tearle