VML Latam closes an exceptional year, consolidating itself as one of the most creative and effective networks in the region after a series of international and regional recognitions that marked the pulse of the industry.
VML Latam’s creative performance left its mark on the main festivals in the world. VML Uruguay won a Gold Lion at Cannes Lions 2025 with “The Rewards Bag”. VML Latam also won 4 Silver Lions and 9 Bronze Lions.
Among the most emblematic works of the year, “This Is Not a Game” by VML México was named Best of Show at The One Show 2025 and “Coke Creating”, by the same office, obtained a prestigious Yellow Pencil at D&AD.
In terms of effectiveness, the regional network shone in the Effies Latam, where it obtained 24 statuettes, including 10 gold, managing to position itself as the second most effective network in the region. This impulse was also reflected at the local level: VML México and VML Argentina were chosen as Agencies of the Year.
At the FIAP Awards 2025, VML Latin America was named Network of the Year while Argentina, Mexico and Uruguay were chosen as the best agencies in their respective countries.
In El Ojo de Iberoamérica, both VML Argentina and VML Uruguay were distinguished as Best Agencies in their countries, as well as Rafa Quijano and Daro González were highlighted as best creatives in Argentina and Rafa Barthaburu, best creative in Uruguay.
All of these recognitions celebrate more than ideas: they highlight teams, talent and the strength of a region. In addition to highlighting the excellence of the ideas developed in Latam, the awards confirm the strength of a creative philosophy that VML Latam adopted as its guiding principle: the “Human First” approach. In an environment where technology, automation and AI set the pace of the conversation, the network opted for a simple but powerful principle: putting people at the center. “When we deeply understand what moves audiences, we create ideas that win awards and generate real connections and business results,” says Victoria Cole, CEO of VML Latam.
This approach is reflected not only in the award-winning campaigns, but also in the talent that drives creativity. Creative teams from across the region were also recognized as among the continent’s most promising and most innovative minds. “Each Lion in Cannes and each statuette won prove that human and authentic ideas can go anywhere. But none of this happens alone: each award is, in reality, the result of the work of a team that believes, trusts and creates united throughout our vibrant region,” comments Luis Madruga, Chief Creative Officer of VML LATAM.
The impact of regional creativity is, today more than ever, a driving force to transform industries and open new conversations between brands and audiences. In a challenging context, the “Human First” view becomes a competitive advantage: it not only allows us to better understand the culture, but also to anticipate needs and generate solutions that matter. “LatAm has a creative energy that cannot be copied. We transform every problem into a starting point and every human emotion into a path. Awards are nice, of course; but what really matters is when an idea reaches people, the brand becomes part of their life and, furthermore, that is reflected in good business results,” highlights Madruga.
With this compass, VML LATAM projects a 2026 where expansion, innovation and creativity will continue to be based on a deep understanding of people. A vision that not only inspires, but redefines what it means to make creativity relevant today. “True success – Cole concludes – is that our ideas improve people’s lives and the future of brands. That is the legacy we want to build.”