Robert Wills Named CMO for VCCP New York

By Kyle O'Brien 

VCCP Group has named Robert Wills as its first New York chief marketing officer. The newly created role comes as VCCP continues to expand in the North American market. Wills joins directly from VCCP’s headquarters in London where he served as chief marketing officer, EMEA.

Wills will be responsible for driving VCCP NY’s reputation and growth. He will build a team of new business and communications specialists to help position VCCP NY as a challenger agency for challenger brands.

Starting his career with VCCP 12 years ago, Wills worked his way up to CMO for the EMEA region. In London, he helped grow VCCP’s footprint and helped win new clients including LinkedIn, Honda Motorcycles and Everli.


Wills will also play a key role in the growth of VCCP+, VCCP’s dedicated global gaming arm, which is headquartered in New York. VCCP+ helps brands navigate and leverage the gaming multiverse.

Wills’ new role in New York follows the appointment of Brett Edgar as the group’s first ever North American CEO and Caroline Grayson as managing director of VCCP New York in October. Both join Jonny Shaw, the group’s International CSO and Ray Del Savio, ECD NY to make up the management bench. The hires are part of a growth plan for VCCP that sees the group expanding and adding brands to its roster of clients.

“We’re committed to continuing to drive new business for the North American market and carving out our place in the competitive advertising landscape. Rob will be instrumental in the growth of the New York agency and driving our proposition, evident by his successes in London,” said Edgar in a statement.

VCCP has recently created campaigns for brands including White Claw, Google and T-Mobile, and has more opportunities in the works, according to Edgar.

“After an incredible 12 years at VCCP in London, I am excited to be joining such a world-class team in New York at such a pivotal time for the agency and look forward to sharing over a decade of learnings from working with the team in London,” Wills said in a statement.

Alongside his NY responsibilities, Wills will work closely with Josh Robertson, the group’s CMO for the APAC region.