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2 Minutes With … Debbi Vandeven, Global CCO of VML
On being decisive
Debbi is global chief creative officer at VML, which delivers integrated campaigns for Colgate-Palmolive, Danone, Dell, Ford, Intel, Sam’s Club and Wendy’s. She led the merger of VML and Y&R in 2018. Then, in 2020, Debbi helped bring Geometry into the fold.
We spent two minutes with Debbi to learn more about her background, her creative inspirations and recent work she’s admired.
Debbi, tell us …
Where you grew up and where you live now.
I grew up in Kansas City and live there now. I feel lucky to have been a part of VML’s rise and have a career I love in a vibrant city I love.
How you first realized you were creative.
I knew I loved art in grade school. I went to the art studio during my free time, where I could paint, draw and make ceramics. My confidence and abilities grew. As a side note, it was wonderful to see my daughter follow that same path.
A person you idolized creatively early on.
My art teachers. They were cooler than the other teachers. And they influenced me to explore my creativity in different ways. In college, Matthew Gaynor (who studied under Paul Rand at Yale) encouraged me to make the switch from illustration to design. I never would have had the career I’ve enjoyed if I hadn’t discovered design.
A moment from high school or college that changed your life.
Through a friend in high school, I met a respected local designer and business owner who explained his journey and showed me around his agency. I remember having the realization that I could own my own business, and that it could be built around doing something I loved.
A visual artist or band/musician you admire.
Henri de Toulouse-Lautrec has always been one of my favorites. His work feels so “real”—a little messy, but colorful and mesmerizing. I love how his paintings draw you in, making you feel like a witness to little slices of bohemian life in Paris in the 19th century.
A book, movie, TV show or podcast you recently found inspiring.
I just finished reading Fourth Wing by Rebecca Yarros. I admire her ability to create a fantasy world with its own set of rules. The series depicts a brutal, elite war college for dragon riders where, like in advertising, you are constantly being judged. It occurred to me that clients could be compared to dragons—you either bond with them or … you don’t.
One of your favorite creative projects you’ve ever worked on.
I don’t always get a chance to be in the trenches. That’s why I’m proud to have been on the team that created Bumble’s first Super Bowl ad, which starred Serena Williams. It was an all-female team—one that included my daughter, Kylie, now a creative director at VML New York.
A recent project you’re proud of.
Guidelines can be limiting. You can imagine how carefully crafted and refined such rules are for a 140-year-old brand like Coca-Cola. That’s what I love so much about this recent project: Coke-Creating. We searched all corners of the world—Brazil, Mexico, Indonesia, Australia and the United States—for the purest, most unexpected expressions of the brand. We celebrated these passionate Coke Creators with an art exhibit, coffee table book and a place on our iconic cans.
Someone else’s work that inspired you years ago.
I loved this Coca-Cola spot from Argentina from the first moment I saw it. It sums up the joys, little annoyances and delights of parenthood in a powerful way.
Someone else’s work you admired lately.
The Pringles work from the Super Bowl by Grey was really fun. It used an entertaining, personable celebrity—Chris Pratt—in just the right way to build affinity. Plus, they extended the campaign in smart, engaging ways.
Your main strength as a creative person.
Decisiveness. I know when to trust my gut and how to get a team moving in the best possible direction as quickly as possible.
Your biggest weakness.
My decisiveness is likely my biggest weakness as well. It means we may not fully explore all the directions. But when push comes to shove, I believe this industry is so subjective that the sooner a decision can be made to move in a smart direction—and allow plenty of time to craft the work—the better.
A mentor who helped you navigate the industry.
I’ve had many mentors. Charlotte Beers and many other women at WPP helped me. Susan Credle and Colleen DeCourcy set great examples, showing me how to be a creative leader with strength, grace and wisdom. Tony Granger taught me how to lead and refine great work. The biggest has been our global CEO Jon Cook. We have a partnership, and we complement each other. Yet, we also push each other to get better and stronger.
How you’re paying it forward with the next generation of creatives.
I try to set an example every day for the next generation. With two daughters in the industry, it’s also important to ensure we provide opportunities and grow even more accepting of women and diverse talent. Their unique perspectives will continue to make the ideas stronger and more powerful.
What you’d be doing if you weren’t in advertising.
My not-so-secret passion is interior design. I think I could make a go of it if this advertising thing doesn’t pan out.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
