VMLY&R Commerce Boosts Global & US Leadership

By Kyle O'Brien 

VMLY&R Commerce has appointed several senior leaders across its global and U.S. leadership teams. These appointments affirm the company’s continued investment in technology, creativity and innovation, according to the agency.

“Commerce has moved from evolution to revolution, and we begin 2023 with a commitment to leading the industry in the delivery of data and tech-enabled creative commerce across a new customer commerce journey,” said Beth Ann Kaminkow, global CEO in a statement.

Ivan Mayes becomes global chief technology officer as VMLY&R Commerce scales its proprietary commerce transformation platform, the Connected Commerce Platform, globally. Mayes has served as chief technology officer, North America since 2020. In his new role, Mayes will continue to advance and optimize the platform’s value across key clients while integrating the latest in mixed reality, AI and more to deliver smart and tech-enabled creative commerce experiences.

Charlie Wade has been named global executive director, growth and innovation as he expands the commerce laboratory, called co:lab, a practice he built and launched in 2021 that focuses on identifying and enabling commerce growth through emerging technology. In addition, Wade will continue to drive organic growth across VMLY&R Commerce globally, including partnering with global chief creative officer Manuel Borde.

Wade’s overseeing of growth efforts in the U.S. has resulted in high-profile new business wins including The Coca-Cola Company, SC Johnson, Sysco and AB InBev. Wade is also a contributor to the WPP Open X North America Operating Unit with a focus on the delivery of creative commerce across entertainment, partnerships and sports.

Joe Grigsby has been appointed global VMLY&R Commerce lead on The Coca-Cola Company business, overseeing the global account as part of the WPP Open X leadership team. Grigsby joined VMLY&R Commerce in 2021 as president, client engagement, North America, after having spent nearly eight years with VMLY&R servicing clients including Colgate-Palmolive, MillerCoors, Hershey’s and more. He has also held leadership positions within iCrossing/Hearst and Handmark.

Aisha Krupski has been elevated to global commercial lead, partnering across the agency to productize and standardize the agency’s core IP and tech offering driving growth for clients. She will serve as the key commercial partner for top global clients. She has spent nearly two decades within the marketing industry across operations, commercials, account leadership and project management.

“We’re working with a new breed of marketers that recognize the power in commerce as both brand building and business driving. I recognize all these leaders on their contributions to our continued success,” said Kaminkow.

Strengthening its creative leadership globally, VMLY&R Commerce also welcomed Logan Allanson as global ECD and Casey Diehl as svp group creative director. Allanson has a background working at networks and agencies in South Africa, Europe and the Middle East, including Impact BBDO and Ogilvy Dubai. Diehl has deep retail and CPG experience working with brands including Olay, Pantene, Ziploc, Windex, Glade and Captain Morgan.

In North America, the agency welcomed Chance Chapman as new evp, innovation from P&G where he held several leaderships positions, including most recently as omnichannel commercial lead. Prior to that, Chapman built and managed a performance marketing team at digital commerce start-up RichContext, acquired by the Stable in November 2020 and now part of Accenture.

The new appointments is a continuation of VMLY&R Commerce’s expansion of its leadership teams. It strengthened its U.S. leadership team last year, with new CSO and commerce experience officers.