Creative leadership responsibilities will be split largely by geography, with Murphy focused on New York and the East Coast and Routhier overseeing the Midwest through the West, while global accounts cut across both leaders’ teams.
Routhier’s immediate focus is on presence and continuity rather than disruption. “I hope they just feel my presence first—as a human,” she said. “I lead with a lot of empathy. I lead with the mentality of ‘hire incredible people, then get out of the way.’”
She also addressed how VML’s “human-first” creative philosophy fits into a moment when AI tools are becoming more embedded in agency workflows. “Human-first doesn’t mean in the absence of technology,” Routhier said. “It just reminds us that people are the heartbeat of it all. The ideas come from people, and we make sure all those people sit at the center of it.”
The leadership changes come as WPP continues to reorganize parts of its global production and technology infrastructure, including the recent consolidation of production operations into WPP Production.
According to Routhier, the shift wouldn’t dilute creative craft or creative-production partnerships. “There’s no change in our commitment to craft and how we make great ideas,” she said.
Both leaders emphasized stability and collaboration following the New York leadership transition. Xenopoulos called Routhier “the right person” to step into the North America role, adding: “I honestly couldn’t think of anyone better. She has my full support and trust.”
