Jon Cook on 30 Years at VML and Handing the Agency Over to His Best Friend

Jon Cook’s 25 years at VML was full of changes, from the early startup days to mergers and acquisitions to rebrands and integrations. Alongside him the entire time was Eric Campbell, who he described as not just a partner in his career, but one of his “best friends in life.” Now, after announcing his departure from the agency on Friday, Cook has the rare fortune of handing the reins to his long-time friend, who succeeds him as global CEO of VML while retaining his dual role as North America CEO of WPP Creative. Knowing VML and WPP Creative will be in the hands of someone who has helped him build the business has made it easier to step away, Cook said. Cook joined the Kansas City-based VML just four years after its launch in 1992, when it was one of the early digital shops, and remained with the agency for the next two-plus decades. He will stay on through March 2027 to help with the transition. As he leaves to take on a new opportunity, he said he believes VML and WPP, amid a turnaround under new CEO Cindy Rose, are both in solid shape for the future. With that peace of mind, he’s ready to take on a new challenge. ADWEEK spoke to Cook about his 30-year legacy and what’s next. This interview has been edited for length and clarity. ADWEEK: Why was now the right time to step down? Jon Cook: WPP and VML are on the perfect trajectory right now. Both are in a mode of momentum and optimism. That gives me confidence. On a personal note, I hit 30 years in the company, and I realized that I have also been married for 30 years, I've lived in the same house for 30 years, and I just wanted a change. I want new challenges. What’s your next career move? Are you staying in the industry? I'm going to do something in this industry, it’ll just look a little different. I've got big ideas and big plans about that. [Until then] I'm not one to sit around. I'm gonna be working my butt off here for the months ahead alongside Cindy, and giving this company everything I have. How does it feel to hand the reins to your longtime colleague and friend, Eric Campbell? We've literally worked together since the day he walked into this company 25 years ago. It's a very unique situation because I get to turn the company over to literally one of my best friends in life, not just one of my best friends in work. That's pretty rare. It makes it a way easier decision [knowing] VML is going to be led by somebody who bleeds VML like that guy does. How does Campbell’s leadership style differ from your own? In many respects we're very similar, which is why we get along. But I've never seen anybody who thrives under pressure as much as he does. I've never seen anybody who is so balanced through challenging things. He is just a massive problem solver for our clients, for our people. Eric can move mountains to solve problems, and you can't do that just because of a job title. 30 years is a long time to be at one agency. What makes you proud looking back at your tenure? I am so proud of building sustained relevancy at VML. It's not just me that makes VML relevant. It's a whole DNA that's not afraid to make bold decisions, take risks, and continue to pilot this company. You see so many agencies that get hot and cold. But amidst all that, we've stayed relevant these last 30 years. It's what also makes it easier to walk away, because I know that will continue without me. I understand you’re an avid hiker. Does that desire for new challenges play into your decision to try something new? I've been fortunate enough to accomplish a lot of things alongside a lot of great people. Sometimes you just need a new mountain to climb. I just have that thirst for new mountains, metaphorically and on my weekends.

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Jon Cook on 30 Years at VML and Handing the Agency Over to His Best Friend

The WPP exec said he’s ready to climb a new career mountain.

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