View source for VMLY&R

{{pp-move|small=yes}}
{{Short description|Advertising agency network}}
{{COI|date=October 2020}}
{{Infobox company
| name = VMLY&R
| logo = VMLY&R_logo.png
| type = [[Subsidiary]]
| foundation = Y&R: [[Philadelphia, Pennsylvania]] (1923)<br />VML: [[Kansas City, Missouri]] (1992)
| location = 3 World Trade Center, 28th Floor<br />175 Greenwich Street<br />[[New York, New York]] 10007<br />and<br />250 Richards Road<br />[[Kansas City, Missouri]] 64116
| key_people = Jon Cook, CEO<br />Eric Campbell, President<br />Debbi Vandeven, CCO<br /> Beth Wade, CMO
| industry = [[Integrated marketing communications]]
| num_employees = 13,000 (2023)
| homepage = {{url|www.vmlyr.com}}
| parent = [[WPP plc]]
}}
'''VMLY&R''' was an American [[marketing]] and [[Marketing communications|communications]] company specializing in [[advertising]], [[Digital media|digital]] and [[social media]], [[sales promotion]], [[direct marketing]] and [[brand identity]] consulting, formed from the 2020 merger of '''VML''', founded in 1992, and '''Y&R''', founded in 1923. It was a subsidiary of [[WPP plc]] multinational advertising and public relations [[holding company]].<ref>{{Cite web|url=https://www.wpp.com/en/news/2023/10/wpp-unites-wunderman-thompson-and-vmlyr--to-create-global-powerhouse-in-vml|title=WPP unites Wunderman Thompson and VMLY&R to create global powerhouse in VML|website=WPP}}</ref>
Before the merger with [[Wunderman Thompson]], VMLY&R employed more than 13,000 employees in 80-plus offices worldwide with principal offices in Kansas City, New York, London, São Paulo, Shanghai, Singapore, and Sydney.<ref>{{Cite web|url=https://www.wpp.com/companies/vmlyr|title=VMLY&R &#124; WPP|website=www.wpp.com}}</ref><ref>{{Cite web|url=https://www.vmlyr.com/home|title=A global marketing agency building connected brands|website=VMLY&R}}</ref>
On October 17, 2023, WPP announced the merger of [[Wunderman Thompson]] and VMLY&R into a new agency [[VML (agency)|VML]].<ref>{{Cite news|url=https://www.wsj.com/articles/wpp-merging-vmly-r-with-wunderman-thompson-37ec147b|title=WSJ News Exclusive &#124; WPP Merging VMLY&R With Wunderman Thompson|first=Megan|last=Graham|newspaper=WSJ }}</ref>
==History==
===Y&R===
In 1923, [[John Orr Young]] and [[Raymond Rubicam]] established a small [[advertising agency]] in Philadelphia. The company moved to New York in 1926 as a condition of securing a contract with the newly formed Jell-O company.<ref name="history">{{cite web|url=http://www.yr.com/yr-history-look-early-years%E2%80%A6and-beyond|title=Y&R History| access-date=7 September 2014}}</ref> Soon the company moved into offices at 285 Madison Avenue, which remained the company's location for 87 years.<ref name="history"/>
During the 1960s, Y&R produced the first color [[television commercial]]s.{{cn|date= March 2024}} In the 1970s, under the leadership of [[Edward N. Ney]] as chief executive officer, Y&R expanded with the acquisition of [[Wunderman|Wunderman Ricotta & Kline]] in 1973, Cato Johnson in 1976, and [[Burson-Marsteller]] in 1979.<ref>{{Cite news|url=http://adage.com/article/adage-encyclopedia/wunderman-wunderman-cato-johnson/98941/|title=Wunderman (Wunderman Cato Johnson)|access-date=2016-12-23}}</ref> Throughout the 1980s, Y&R bought diverse firms like Landor Associates in corporate and brand identity. By the end of the decade there were nine companies formally owned.
In the 1990s, Y&R was charged with [[bribery]] related to a [[Jamaica]]n [[tourism]] account, and a partnership with [[Dentsu]] and [[Eurocom]] fell apart when Eurocom withdrew. Y&R and Dentsu reformed as Dentsu, Y&R Partnerships.<ref>A 1981 partnership named Dentsu Y&R was announced in 1981. {{cite news  |newspaper=[[The New York Times]]
|url=https://www.nytimes.com/1981/05/22/business/y-r-and-dentsu-start-joint-ad-venture-in-japan.html
|title=Y.&R. and Dentsu start joint ad venture in Japan
|author=Philip H. Dougherty  |date=May 22, 1981}}</ref> [[Peter Georgescu]] became [[chief executive officer]] in 1994 and began to streamline the company's operations. In 1995, Y&R began an acquisition push again, increasing ownership in advertising agencies and [[public relations]] firms across [[Africa]], [[Asia]], [[Europe]] and [[Latin America]].
In 1996, [[Hellman & Friedman]] became Y&R's first outside [[investor]], and on May 15, 1998, Y&R closed an [[initial public offering]] of its [[common stock]], and became a [[public company]]. [[Edward Vick]] was Chief Operating Officer of Y&R Inc.from November 1997 to August 1999.<ref>{{cite web|url=http://www.adweek.com/brand-marketing/y-r-market-makers-how-peter-georgescu-and-his-team-turned-adlands-most-pr/   |title=Y&R: The Market Makers: How Peter Georgescu And His Team Turned Adland's Most Private Agency Into Its Biggest Public Coming-Out|last= Voight |first= Peter|date=March 9, 1998
|work=[[Adweek]]}}</ref>
In 2000, Y&R was acquired by the [[WPP Group]], a [[London]]-based marketing communications holding company.
===VML===
VML launched in 1992 under Kansas City advertising veterans John '''V'''alentine, Scott '''M'''cCormick and Craig '''L'''igibel, whose initials formed the company's name.<ref>{{cite web | last=Vockrodt | first=Steve | title=Kansas City's biggest ad firm VML merging with another leading agency | website=The Kansas City Star | date=26 September 2018 | url=https://www.kansascity.com/news/business/article219041390.html | access-date=28 July 2023}}</ref> VML, or Valentine McCormick Ligibel as it was originally called upon its founding in 1992, had claimed to offer truly integrated online and offline services, such as advertising, business consulting and creating software applications. It also boasted an impressive client list, including Colgate-Palmolive, Coca-Cola and American Express.<ref name="mmm-online.com">{{Cite web|url=https://www.mmm-online.com/home/channel/agencies/the-story-of-vml-from-anti-agency-roots-to-fusion-with-yr/|title=The story of VML: from anti-agency roots to fusion with Y&R|date=September 28, 2018|website=MM&M – Medical Marketing and Media}}</ref>
In June 2001, a deal was announced in which VML would become part of WPP as a stand-alone agency group.<ref name="mmm-online.com"/>
In 2018, with 3,000 employees in 33 locations around the world, VML joined forces with Y&R to become VMLY&R.<ref name="mmm-online.com"/>
===Sudler & Hennessey===
[[File:S&H icon logo.jpg|thumb|100px|left]]
{{Unreferenced section|date=October 2020}}
Sudler & Hennessey (United States) was a healthcare communications firm that developed promotional and educational programs for a wide spectrum of healthcare companies. S&H created advertising, direct marketing and sales promotion programs for prescription drugs and over-the-counter medications. In addition, S&H provided consultancy and communications support in the areas of managed care, medical devices and equipment, nutrition, veterinary medicine and general healthcare. Communications programs produced by S&H on behalf of its largely pharmaceutical industry client base were directed to healthcare professionals as well as patients and their support networks. For a time, it developed general advertising. According to the New York Times, 9-2-88, p. A 3, John J. Graham and Herb Lubalin created the original NBC Peacock at Sudler.
S&H was founded in 1941, was acquired by Y&R in 1973 and was rolled into VMLY&R in 2018.
==Operations==
===BAV Group===
BAV (BrandAssetValuator) Group is VMLY&R's consultancy practice that advises global clients on brand and marketing strategies using consumer insights and the largest database of brand perceptions.<ref>{{cite web |url=https://www.usnews.com/info/blogs/press-room/articles/2017-03-07/us-news-y-rs-bav-consulting-and-the-wharton-school-unveil-second-annual-best-countries-rankings |title=Ranking |website=www.usnews.com|access-date=2019-09-29}}</ref> The BrandAssetValuator (BAV) identifies the most important dimensions and characteristics that drive brand momentum, advocacy, and financial success. Each year, BAV Group publishes the Best Countries Report with U.S. News & World Report and the Wharton School of the University of Pennsylvania.<ref>{{cite web|url=https://www.adweek.com/agencies/yr-is-consolidating-3-businesses-into-a-one-stop-shop-called-bav-group/|title=Y&R Is Consolidating 3 Businesses Into a One-Stop Shop Called BAV Group|website=www.adweek.com|date=11 May 2017 }}</ref> In 2017, BAV Group launched BAVSocial – a social analytics tool that measures the impact of social media on long-term brand performance using BAV data and a large variety of social listening metrics.<ref>{{cite web|url=https://www.adweek.com/agencies/yrs-bav-group-launches-social-analytics-tool/|title=Y&R's BAV Group Launches Social Analytics Tool|website=www.adweek.com|date=31 October 2017 }}</ref>
===The Bravo Group and Kang & Lee===
{{Unreferenced section|date=October 2020}}
Bravo Group and Kang & Lee create [[multicultural marketing]] and communications programs targeted to the U.S. Hispanic and Asian communities through advertising, promotion and event marketing, public relations, research and direct marketing.
===TAXI===
'''TAXI''' is a marketing communications company that was founded in 1992 in Montreal. The company has three locations in Canada and <ref name="timeline">{{cite web
|url=http://www.strategymag.com/articles/magazine/20081101/aoygold.html
|title=Taxi knockout
|work=Agency of the Year
|publisher=Strategy Magazine
|first=Carey
|last=Toane
|date=November 2008
|access-date=2008-11-01
}}</ref> one in the United States.<ref>{{cite magazine
|url=http://www.adweek.com/aw/content_display/news/agency/e3ie1ce596d1213e2c2b4ac2a894d156937 |title=Taxi Acquires Dutch I-Shop
|first=David
|last= Gianatasio
|magazine=[[Adweek]]
|date=2009-05-19
}}
</ref> Services include integrated branding campaigns; strategic planning; creative; and digital, design, print, and broadcast production.<ref name="timeline" /> In 2009, TAXI was awarded Platinum status by [[Deloitte]] based on six consecutive years among Canada's 50 Best Managed Companies.<ref>{{cite web
|url=https://www.canadas50best.com/en/meetourwinners/Pages/PlatinumClub.aspx
|title=Platinum Club members
|publisher=[[Deloitte & Touche LLP]]
}}
</ref> In 2010, TAXI was named Agency of the Decade by Toronto-based ''Strategy'' magazine.<ref>{{cite web
|url=http://www.strategyonline.ca/articles/magazine/20101201/taxi.html
|title=There's No Stopping TAXI
|date=30 November 2001
|publisher=Strategy
}}</ref>
==Major work==
===Burger King "McWhopper"===
Led by Y&R New Zealand, the "McWhopper" campaign for [[Burger King]]<ref>{{cite web|url=https://www.youtube.com/watch?v=RVqFnkDqEsA|title=Axis Gold 2016 – Burger King: McWhopper|date=15 March 2016 |via=www.youtube.com}}</ref> was created to bring together two of the world's largest fast-food restaurants – [[McDonald's]] and Burger King – to raise awareness for World Peace Day. To initiate the campaign, Burger King sent an open letter to McDonald's asking if they could come together to make the "McWhopper" – a burger combining both fast-food restaurant's key ingredients.<ref>{{cite web|url=https://www.adweek.com/brand-marketing/yrs-mcwhopper-burger-king-adds-another-cannes-grand-prix-media-172164/|title=Y&R's 'McWhopper' for Burger King Adds Another Cannes Grand Prix, in Media|website=www.adweek.com|date=22 June 2016 }}</ref> The campaign increased Burger King's brand affinity among consumers, earned over 7.6 billion media impressions, over $144 million in earned media, and increased awareness on World Peace Day by 40%.<ref>{{Cite web|url=https://campaignbrief.com/yrs-burger-king-mcwhopper-camp/|title=Y&R's Burger King 'McWhopper' campaign: How a big idea from little New Zealand went global|date=December 31, 2015}}</ref> In addition, at the 2017 Cannes Lion International Festival of Creativity, the "McWhopper" campaign was awarded a total of 76 Lions and two Grand Prix.<ref name="ReferenceA">{{cite web|url=https://www.adweek.com/brand-marketing/burger-king-named-cannes-lions-marketer-of-the-year/|title=Burger King Named Cannes Lions' Marketer of the Year|website=www.adweek.com|date=16 March 2017 }}</ref> Burger King was also named Cannes Lions’ "Marketer of the Year" in 2017.<ref name="ReferenceA"/>
===The Whole Story Project===
The Whole Story Project<ref>{{cite web|url=http://lbbonline.com/news/yr-nys-the-whole-story-project-uses-augmented-reality-to-educate-us-about-innovative-woman-in-history/|title=Y&R NY's The Whole Story Project Uses Augmented Reality to Educate U &#124; LBBOnline|website=lbbonline.com}}</ref> by Y&R New York with the goal of increasing gender parity in public representation.<ref name="creativity-online.com">{{cite web|url=https://adage.com/creativity/work/whole-story-project/51687|title=Y&R's Augmented Reality App Creates Virtual Statues of Women in Public Spaces|first=Alexandra|last=Jardine|date=May 3, 2017|website=adage.com}}</ref> Addressing the issue that only 8% of all public statues in the United States represent historical women,<ref>{{cite web|url=https://www.campaignlive.com/article/y-r-created-app-uses-ar-close-gender-gap-among-statues/1432058|title=Y&R created an app that uses AR to close the gender gap—among statues|website=www.campaignlive.com}}</ref> The Whole Story Project featured an app that uses Augmented Reality (AR) to place virtual statues of influential women in historic locations.<ref name="creativity-online.com"/> The app is available for iOS and Android devices and allows users to explore as well as place virtual female statues in locations that are predominantly filled with male statues.<ref>{{cite web|url=https://mashable.com/2017/05/03/whole-story-project-women-statues-ar-app/|title=There aren't enough statues of women—so this app creates them in augmented reality|first=Sasha|last=Lekach|website=Mashable|date=3 May 2017 }}</ref>
===Xerox "Brother Dominic"===
Y&R New York's "Brother Dominic" campaign for Xerox<ref>{{cite web|url=https://www.adforum.com/creative-work/ad/player/34540206/xerox-brother-dominic-together-they-set-the-page-free/xerox|title=Xerox – "Xerox & Brother Dominic – Together They Set the Page Free"|first=Y&R New York United|last=States|via=www.adforum.com}}</ref> places the original Brother Dominic (used in a Xerox [[Super Bowl]] campaign in 1977) in the digital age.<ref>{{cite web|url=https://adage.com/article/digital/xerox-copies-1977-super-bowl-spot-campaign/307342|title=Xerox Brings Back 'Brother Dominic' With Even More Miraculous Ending|date=January 4, 2017|website=adage.com}}</ref> Whereas the 1977 Brother Dominic, a monk, only had to print 500 copies of a handwritten manuscript using Xerox technology, the 2017 Brother Dominic must not only make 500 copies but also have them translated in 35 different languages and shared on all seven continents. The campaign introduces Xerox's tagline “Set the Page Free” and  showcases the range of Xerox's new product technology.<ref>{{cite web|url=https://www.adweek.com/brand-marketing/xerox-updates-its-iconic-1977-brother-dominic-super-bowl-spot-our-digital-age-175352/|title=Xerox Updates Its Iconic 1977 'Brother Dominic' Super Bowl Spot for Our Digital Age|website=www.adweek.com|date=4 January 2017 }}</ref>
===Marks & Spencer "Christmas With Love, Mrs. Claus"===
Y&R London's 2016 campaign for Marks & Spencer “Christmas With Love, Mrs. Claus” was directed by Oscar-winning director Tom Hooper and featured actress Janet McTeer as Mrs. Claus.<ref name="ReferenceB">{{cite web|url=https://adage.com/creativity/work/christmas-love/49915|title=An Elegant Mrs. Claus Is the Badass Star of Marks & Spencer's Heartwarming Holiday Ad|first=Alexandra|last=Jardine|date=November 14, 2016|website=adage.com}}</ref> Instead of making another campaign centered around Santa Claus, the modern Christmas campaign placed the spotlight on a stylish, empowering, helicopter flying, Mrs. Claus. The campaign shows Mrs. Claus on a mission to successfully help a little boy's Christmas dreams come true.<ref name="ReferenceB"/> The goal of the campaign was for M&S to form an emotional connection with consumers and relate to the lengths that people go through to make the holiday season special.<ref>{{Cite web|url=https://www.marketingweek.com/2016/11/11/ms-story-mrs-claus/|title=M&S tells the story of Mrs Claus as it looks to 'resonate more'|date=March 4, 2017|archive-url=https://web.archive.org/web/20170304213154/https://www.marketingweek.com/2016/11/11/ms-story-mrs-claus/|archive-date=2017-03-04}}</ref><ref>{{cite news|url=https://www.telegraph.co.uk/business/2016/11/11/ms-turns-to-mrs-claus-for-christmas-2016-advert/|title=M&S turns to Mrs Claus for Christmas 2016 advert|first=Ashley|last=Armstrong|newspaper=The Telegraph |date=November 11, 2016|via=www.telegraph.co.uk}}</ref>
===Johnson & Johnson "Band-Aid"===
The 1975 "Band-Aid" campaign<ref>{{cite web|url=https://www.youtube.com/watch?v=X2QnG3DwVW0|title=YouTube|website=www.youtube.com}}</ref> by Y&R New York introduced the memorable jingle "I am stuck on Band-Aid because my Band-Aid is stuck on me” to help sell Johnson & Johnson's Band-Aid product.<ref>{{cite web|url=http://writemeajingle.com/top-10-tv-advertising-jingles-of-the-1970s/|title=Top 10 TV Advertising Jingles of the 1970's|date=August 28, 2013}}</ref>
===Lays "Betcha/Devil"===
This Y&R New York campaign from 1967, "Betcha/Devil,"<ref>{{cite web|url=https://www.youtube.com/watch?v=5h-w2aXN-Zc|title=Bert Lahr for Lay's Potato Chips|date=2 January 2008 |via=www.youtube.com}}</ref> introduced the enduring Lays Potato Chips tagline: "You can eat a million of them, but you can't eat just one." The campaign featured Bert Lahr, whose brand eventually became synonymous with the product.<ref>{{cite magazine|url=https://www.newyorker.com/news/news-desk/my-father-the-potato-chip|title=My Father, the Potato Chip|magazine=The New Yorker |date=May 6, 2011|via=www.newyorker.com}}</ref>
==Popular culture==
Y&R was frequently cited in the [[AMC (TV channel)|AMC]] television series ''[[Mad Men]]'', most notably in the Season 5 premiere episode "[[A Little Kiss]]", which recounts an actual incident from May 1966 in which Y&R employees poured water on and pitched water balloons at civil rights protesters on Madison Avenue.<ref>{{cite web|url=http://cityroom.blogs.nytimes.com/2012/03/28/on-mad-men-an-opening-scene-straight-from-page-1/?src=me&ref=general|title=On 'Mad Men,' an Opening Scene Straight from Page 1|last=Wilson|first=Michael|date=March 28, 2012|work=[[New York Times]]|access-date=March 28, 2012}}</ref>  The company Y&R is mentioned in the 1997 movie ''[[Picture Perfect (1997 film)|Picture Perfect]]'', starring [[Jennifer Aniston]] and [[Jay Mohr]].  Jennifer Aniston's (Kate) boss [[Kevin Dunn]] (Mr. Mercer) commented, "When I got my first job at Y&R, I told them I graduated first in my class. Truth is, I was lucky to graduate at all."
==Controversy==
In May 2012, a controversial ad made for the Argentine government by Y&R Argentina aired. In the video, an Argentine Olympic athlete is shown training in [[The Falkland Islands]], including running up the steps of a British war memorial. The video quickly went viral and caused offense in Britain. The tagline was "To compete on British soil, we train on Argentinian soil." Y&R was quick to condemn the ad and released the following statement:
"Y&R's agency in Argentina created an ad for the Argentine government that has deeply offended many people in the UK and around the world. We strongly condemn this work and have asked the Argentine government to pull the spot. While we don't believe it was ever the intention of the ad's creators to desecrate a war memorial, they behaved in a manner that is unacceptable to our company. Furthermore it is against our policy to be involved in anything that is politically motivated. In addition, this spot was also offensive to the Olympics spirit. Whatever it was the creators set out to highlight, what they produced is contrary to everything that we as a company stand for. We are deeply regretful for the pain this ad has caused and apologize to the many who have been rightly disturbed by it, as have we."<ref>{{cite web|title=The plot behind the Argentine Olympics Falklands political spot|url=http://en.mercopress.com/2012/05/04/the-plot-behind-the-argentine-olympics-falklands-political-spot|website=en.mercopress.com|access-date=1 April 2015}}</ref><ref>{{Cite web|url=https://www.huffingtonpost.co.uk/2012/05/04/argentinas-olympic-advert-stirs-falklands-row_n_1476535.html|title='Insensitive And Disrespectful' Argentine Olympic Advert Stirs Falklands Row|date=May 4, 2012|website=HuffPost UK}}</ref>
==Notable employees==
* [[Myril Axelrod Bennett]], early female executive
* [[Frédéric Beigbeder]], copywriter
* [[Roy Eaton]], first black copywriter
* [[William E. Forbes]], later a regent of the University of California
* [[Edward N. Ney]], CEO from 1970 to 1986
* [[Stephanie Kugelman]], Vice Chairman/Chief Strategic Officer, Y&R from 1992 to 2001<ref>{{cite web
|url=http://www.campaignlive.co.uk/article/global-brief-kugelman-rsquos-30-year-stint-takes-top-y-r-new-york-shop-rsquos-chief-claims-not-rsquofix-it-rsquo-brief-jade-garrett-reports/21897?src_site=brandrepublic
|title=Kugelman's 30-year stint takes her to top of Y&R
|work=Campaign Live  |date=1999-06-11}}</ref>
* [[Edward Vick]], Vick played an instrumental role in negotiating the 4.5 billion acquisition M&A with the British communications holding company [[WPP plc]] in 2000<ref>{{cite web|url=https://www.warc.com/NewsAndOpinion/News/6275 |title=MANAGEMENT MUSICAL CHAIRS AT Y&R FOLLOWS DEAL WITH WPP|date=June 6, 2000|work=WARC}}</ref>
* [[George Gallup]], American pioneer of survey sampling techniques and inventor of the [[Gallup poll]], a successful [[Statistics|statistical method]] of [[survey sampling]] for measuring [[Opinion polls|public opinion]].
==References==
{{reflist}}
== Further reading ==
* {{Cite book |url=https://archive.org/details/internationaldir0001unse_v9x1/ |title=International Directory of Company Histories |publisher=St. James Press |year=1988 |isbn=0-912289-10-4 |volume=1 |pages=36–38 |chapter=Y&R}}
==External links==
*[http://www.vmlyr.com/ VMLY&R]
{{WPP}}
{{DEFAULTSORT:Y&R}}
[[Category:WPP plc]]
[[Category:Advertising agencies of the United States]]
[[Category:Companies based in New York City]]
[[Category:Companies based in Philadelphia]]
[[Category:Marketing companies established in 1923]]
[[Category:1923 establishments in Pennsylvania]]
[[Category:2000 mergers and acquisitions]]