VMLY&R Promotes Tom Moore to UK Head of Commerce

VMLY&R has announced the promotion of Tom Moore to the newly created position of head of commerce UK. Formerly head of retail, the promotion is effective immediately.

This new role is the UK agency’s next step in its connected brands agenda –helping clients accelerate growth through brand experience and customer experience with commerce at the heart.

Working across the full agency client portfolio, Tom’s task is to help brands unlock new growth opportunities through commerce by connecting creativity, strategy and digital together to deliver conversion in the moment.

He will work along-side creative pioneer executive creative director Marco Bezerra who joined the agency from Specsavers last August.

As creative commerce becomes one of the fastest-growing strands in the industry - agency commerce growth is coming across clients including The Coca-Cola business, Lycra, i-Robot and more.

Comments Michelle Whelan, joint CEO VMLY&R UK & CEO VMLY&R Commerce UK, “Over the last few years, Tom has brought drive, ambition and talent to deliver growth for our clients and the agency. As a strategic leader, he brings broad connected experience across sectors and channels helping brands reimagine themselves in the context of Commerce. The new Tom and Marco partnership promises to electrify accelerated growth for our clients.”

Adds Tom Moore, UK head of commerce, VMLY&R, “What an opportunity! Commerce is in the middle of revolution driven by a new generation of consumers shaping brands with unique purchasing behaviour. And, with awards now recognising the power of commerce, there’s no better time to help brands disrupt the commerce space and drive disproportionate gain.”

Tom joined the agency [formerly Geometry] as head of retail, a newly created position, in Jan 2017. In recent years he has led commerce transformation initiatives for iconic brands such as Evergreen, Viagra, Lycra and award-winning activations including Boots ‘Bootiques’ which landed Silver at Cannes in 2021. His views on the future of retail are widely sought by the media and industry events.

The appointment is the latest in a series of recent agency success over the past 12 months which includes the launch of ground-breaking Home of Connected Brands and its Inclusion Experience practice. The agency landed IPA CPD Platinum and has been named a Top 25 employer by Investing in Ethnicity. VMLY&R Commerce has been awarded Agency Network of the Year by The Drum.