Maddy Cole Joins VML as Senior Media Manager

Maddy Cole has joined VML as Senior Media Manager, taking on a new role within the global advertising and marketing services network.

Cole’s appointment comes as media planning and buying continue to evolve through changes in consumer behavior, digital platforms, data, and advertising technology. The role places her within an industry where media teams are increasingly working across a mix of digital, social, video, programmatic, and traditional channels.

The responsibilities of media managers have also expanded as advertisers gain access to more data and increasingly sophisticated campaign tools. Beyond media planning and execution, teams are now expected to consider audience insights, performance measurement, channel effectiveness, and how different media environments contribute to broader marketing objectives.

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Cole’s move to VML comes against this changing backdrop. As Senior Media Manager, she will work within the agency’s media function, contributing to planning and campaign activities in an increasingly fragmented media environment.

The advertising industry is also seeing greater integration between media, creative, data, and technology. Agencies are increasingly bringing these disciplines closer together as brands seek more connected approaches to customer engagement. AI is adding another layer to this transformation, influencing areas such as audience analysis, media optimization, forecasting, and campaign reporting.

For media professionals, these developments are creating broader expectations around both strategic thinking and technology. Understanding how audiences behave across platforms and how campaigns can be measured has become an increasingly important part of modern media management.

Cole’s appointment represents another career development within the agency ecosystem and comes at a time when media teams are adapting to rapid changes in how advertising is planned, delivered, and evaluated.

For the wider MarTech and AdTech landscape, the move highlights the continued importance of media professionals who can navigate increasingly complex channel mixes while balancing audience needs, campaign objectives, data, and measurement.

As agencies and brands continue to adapt to changes in media consumption and technology, roles such as Senior Media Manager remain an important link between marketing strategy and media execution.