VML ANZ appoints Paul Bradbury as CEO as Tom Tearle steps down

VML Australia and New Zealand has appointed former TBWA ANZ chief executive Paul Bradbury as its new CEO, with long-serving leader Tom Tearle stepping away after nearly five years at the helm.

Bradbury’s appointment is effective immediately. Bradbury stepped down as president and regional CEO of TBWA Australia and New Zealand in July last year after 19 years with the network. VML said Tearle will work closely with Bradbury over the coming weeks to ensure a smooth leadership transition. 

“Working with the VML ANZ team fills me with immense pride and gratitude,” Tearle said. “We’ve achieved remarkable things together, building an agency renowned for its creativity, innovation, and an incredible team culture. 

“I have full confidence that Paul, with his vast experience and vision, will lead VML ANZ to even greater heights. I’m committed to ensuring a smooth and successful transition.” 

Bradbury joins VML following a decade as president and CEO of TBWA Australia and New Zealand, where he oversaw a period of sustained creative and commercial growth. Under his leadership, TBWA built major partnerships with global brands including Apple, Amazon, Kraft Heinz and Tourism New Zealand, alongside local clients such as Telstra, NAB, ANZ NZ and 2Degrees. 

“I’ve watched VML ANZ’s impressive rise with admiration,” Bradbury said. “Tom and the team have built a strong legacy of consistent success, culminating in an unprecedented run of Network of the Year titles.

“VML offers the scale, capability and ambition to continue building something genuinely differentiated for clients and talent across Australia and New Zealand.”

Bradbury also pointed to broader momentum across WPP, citing global new business wins and innovation across the network.

VML APAC CEO Yi Chung Tay thanked Tearle for his contribution and welcomed Bradbury’s appointment.

“Tom’s impact has left the agency in a strong, growing position,” Tay said. “Paul’s proven track record, strategic vision and deep industry experience make him the ideal leader to build on this success and drive VML ANZ forward.”

Bradbury was instrumental in the creation of +61, the bespoke agency model for Telstra developed with Bear Meets Eagle on Fire and OMD, which went on to win a Film Grand Prix and eight Lions at the 2025 Cannes Lions within 18 months.

VML said Bradbury’s focus on innovation, including the use of generative AI in creative development, aligns closely with the agency’s future direction.

With six offices across Brisbane, Melbourne, Perth, Sydney, Auckland and Wellington, VML ANZ said it remains focused on delivering creative and technology-led solutions for clients across the region.