VML ANZ Names Paul Bradbury CEO After TBWA Departure
Former TBWA ANZ president Paul Bradbury joins VML as CEO, bringing 19 years of global client experience to replace Tom Tearle after five years of creative leadership.
WPP-owned creative agency VML has appointed Paul Bradbury as its new CEO for Australia and New Zealand, replacing Tom Tearle after nearly five years at the helm. The leadership transition brings Bradbury's 19 years of TBWA experience to an agency managing major accounts including Transurban, Monash University, Microsoft, Ford, and Nestlé.
Former TBWA Chief Brings Global Client Experience
Bradbury departed TBWA ANZ late last year following organizational restructuring under Omnicom Oceania. During his tenure at TBWA since 2006, he managed multinational client relationships including Apple, Amazon, and Kraft Heinz, while overseeing more than 450 staff members.
Mission Media
His recent work includes leading TBWA's bespoke agency +61 for Telstra, which won a 2025 Cannes Lions Film Grand Prix and eight total Cannes Lions awards. The agency also delivered 30% revenue growth between 2023 and 2025 under his leadership.
In his new role, Bradbury will oversee VML's six regional offices across Brisbane, Melbourne, Perth, Sydney, Auckland, and Wellington, managing approximately 290 Australian staff members. "VML offers the scale and ambition to build differentiated solutions for ANZ clients," Bradbury said in announcing his appointment.
Tearle Leaves Strong Creative Foundation
Tom Tearle departs after establishing VML ANZ as a creative powerhouse, securing the number one ranking in Campaign Brief's The Work for three consecutive years from 2023 to 2025. Under his leadership, the agency delivered campaigns like FitChix, which achieved 92% brand recall for poultry welfare initiatives.
Yi Chung Tay, VML APAC CEO, praised Tearle's "transformative" impact, noting he left the agency "in a strong, growing position." The agency has arranged for Bradbury and Tearle to work closely during a transition period spanning several weeks. Tearle's future plans have not been disclosed.
WPP Momentum Supports Regional Growth
Bradbury cited WPP's "incredible global new business momentum" as a key factor in his decision to join VML, referencing the company's progressive leadership and innovation focus. The transition occurs as WPP pursues growth across Asia Pacific markets, with VML emphasizing AI-driven solutions for technology-focused clients.
The Australian and New Zealand marketing communications market, valued at AUD 15.2 billion (~US$9.7 billion) in 2025, faces an industry-wide client turnover rate of 7.1% annually. Bradbury's track record managing hybrid agency models and retaining major telecommunications and financial services accounts positions him to maintain continuity across VML's portfolio during the leadership change.
Tay welcomed the appointment, citing Bradbury's "proven track record, strategic vision, and deep industry experience" as ideal qualities to drive VML ANZ's continued success across its local and global client relationships.
Want to stay up-to-date on the stories shaping Asia's media, marketing, and comms industry? Subscribe to Mission Media for exclusive insights, campaign deep-dives, and actionable intel.
