VML Gets Together With N.Y. Sibling

CHICAGO WPP sister agencies VML and Wunderman have formed a strategic alliance to allow both companies to share resources across the digital, direct and database marketing fields.

VML, based in Kansas City, Mo., specializes in interactive marketing, while Wunderman of New York handles direct and database marketing. VML chief executive officer Matt Anthony said the loose partnership would fill complementary voids for each agency.

“We recognized early on that we’ve shared some clients,” Anthony said. “We’ve [since] found that we have similar cultures and work styles as well.”

The two agencies already work together for clients such as Burger King and Colgate-Palmolive, Anthony said. For the former, VML handles digital marketing and online franchisee communications, while Wunderman’s Chicago office is responsible for promotions, merchandising and kids club programs. On Colgate, VML provides interactive strategy, online marketing production and Web channel content while Wunderman offers data analytics and e-marketing customer relationship management.