VML expanded its brand strategy and data team with a series of new hires and a promotion.
Chase Cornett, Adrian Adshade and Todd Harris joined VML as group planning director; Carrie Patterson Reed arrives as group director, research; Jerod Overley arrives as group director, data technology and VML promoted Nick Yecke to the role of group director, integrated strategy.
“Great strategy thrives on the richness and diversity of talent and perspective,” VML chief strategy officer Amy Winger said in a statement. “That’s what I love about all of these people. Our ensemble has never been stronger. The brand planning discipline is central to VML’s marketing communications work. Researchers, data scientists, and planners work together to uncover insights and create strategies that fuel VML’s connected consumer experience work.”
Cornett will be tasked with leading work on several PepsiCo brands, while reporting to VML managing director, strategy and insights Ian Davidson. He arrives at VML from FCB Chicago, where he most recently served as senior vice president, strategic planning director, working with brands including Toyota, Valspar and Choose Chicago. He joined FCB in 2014, following a stint as director, marketing and brand for PlanG.
Adshade arrives from TBWA\Asia Pacific, where he led strategy for digital transformation specialist agency Digital Arts Network (DAN) Singapore, and will also report to Davidson. He previously served as director of strategy and planning for TBWA\South Africa.
Harris will be tasked with leading strategic partnerships and innovation initiatives, with a focus on custom integrations with platforms, startups and emerging technology for Gatorade and other clients. He will also report to Davidson. Harris joins VML from Saas social opinion and conversation platform company SquareOffs, where he served as executive vice president, strategic partnerships. He arrives at the agency with over 16 years of industry experience, including roles with iHeart Media and CBS Corporation.
Patterson Reed will be tasked with helping VML’s planning, experience design and channel teams understand consumer insights and transferring insights into creative strategies, and will report to managing director, strategy and insights Paul Hauser. She arrives at VML with over 15 years of brand development, strategy and insights research experience.
Overley will oversee VML’s data sciences group and report to managing director, strategy and insights Eric Beane. He arrives at VML with over 20 years of experience, including his most recent role leading the analytics and insights group at Boehringer Ingelheim.
In his new role, Yecke will lead work for Bayer Animal Health. He arrived at VML in November of 2014 and previously served as group strategy director, global advisory for VML.