VML has announced a major leadership transition, appointing Vanessa Tout as Managing Director of its Melbourne and Sydney offices, succeeding Sarah Bailey, who is stepping away from agency leadership to pursue full-time writing and screen projects.
A highly respected, client-centric leader, Tout brings over 20 years of experience across global agency networks, with expertise spanning brand strategy, customer experience and digital transformation. Since joining VML four years ago as Melbourne Managing Partner, she has played a pivotal role in accelerating growth, strengthening client relationships and fostering a culture where creativity and people thrive.
Under Tout’s leadership, VML achieved significant milestones, including winning a Gold Effie in 2025 for Defence Force Recruiting’s ADF Careers “Make Your Impact” campaign. The agency also welcomed new clients such as Kubota and Museums Victoria, while consistently ranking #1 in Campaign Brief’s The Work for three consecutive years and securing multiple Cannes Lions.
Prior to VML, Tout held senior leadership roles at Isobar, Versa, and spent nearly a decade in the UK leading pan-European digital transformation and commerce programs at Digitas and Engage Group. Beyond the agency world, she is also an active mentor within the creative industry.
Outgoing Managing Director Sarah Bailey joined VML in early 2019 and led the Melbourne and Sydney offices from 2021. During her tenure, she successfully unified the two offices under a single leadership structure and guided the agency through a period of strong growth, creative excellence and industry recognition across Effies, Cannes Lions, AWARD and One Show.
Alongside her agency leadership, Bailey has built an acclaimed writing career. Her debut crime novel The Dark Lake won both the Davitt Award and the Ned Kelly Award, and is currently in development for television with Phoebe Tonkin attached to star. She has since written three further novels in the Gemma Woodstock series, a standalone novel The Housemate, and has been commissioned for two new standalone books.
Bailey’s latest novel, Click, will be published in March 2026, alongside the launch of a new book-focused podcast and social media platform. She will continue consulting on the TV adaptation of The Dark Lake, which enters production in 2026.
Commenting on the appointment, Thomas Tearle, CEO of VML Australia & New Zealand, praised both leaders, highlighting Tout’s commercial sharpness and creative drive, while acknowledging Bailey’s lasting cultural and creative impact on the agency.
Looking ahead, Tout says the focus is on connected creativity with humanity at its core, deepening partnerships and driving measurable growth for clients as VML continues to strengthen its presence across Melbourne and Sydney.
