VML promotes Vanessa Tout to Managing Director, Melbourne + Sydney as Sarah Bailey departs to pursue full-time author career

VML has today announced that Vanessa Tout has been appointed Managing Director of its Melbourne and Sydney offices, succeeding Sarah Bailey, who is moving into full-time writing and expanding her screen and audio projects.

Tout is a proven, client-centric leader, who brings more than two decades of experience across global agency networks, with capability spanning brand, customer experience and digital transformation. Since joining VML four years ago as Melbourne’s Managing Partner, Tout has deepened strategic partnerships, accelerated growth and built a culture where creativity and people thrive.

In 2025, VML won a Gold Effie for Defence Force Recruiting’s ADF Careers “Make Your Impact” campaign, and welcomed several new clients including Kubota and Museums Victoria. During her tenure, VML has ranked #1 in Campaign Brief’s The Work for three consecutive years and has won multiple Cannes Lions.

Prior to her time at VML, Tout held client leadership and growth roles at Isobar and independent conversational AI agency Versa. She spent nearly a decade in the UK leading pan-European digital transformation and commerce programs at Digitas and Engage Group. Tout is a wonderful mum of two and an active mentor in the creative industry.

Bailey joined VML in early 2019 and has led the Melbourne and Sydney offices since May 2021. Bailey has navigated the agency through significant growth and under her leadership VML not only united the Sydney and Melbourne offices under a single leadership group, but saw the agency become one of the most consistently awarded in the region, both at the Effies and creative shows such as Award, Cannes and One Show.

Alongside her agency leadership, Bailey is an acclaimed author whose debut novel, The Dark Lake, introduced readers to Detective Gemma Woodstock and has been published in over 15 territories worldwide. The Dark Lake won the 2018 Davitt Award for Best Crime Debut and the 2018 Ned Kelly Award for Best First Crime and is currently in development for TV with Phoebe Tonkin set to play Gemma.

Bailey has written three further books in the Gemma Woodstock series, as well as her standalone novel The Housemate (2021). She has been commissioned to write two new standalone novels over the next two years, and has recently been invited to write for a new original TV series. She will continue consulting on the book-to-TV adaptation of The Dark Lake, which goes into production in 2026.

Her latest novel, Click, will be published in March 2026. She is also launching a book-focused podcast and social media brand in early 2026. She’s busy…

Says Thomas Tearle, VML CEO, Australia & New Zealand: “I couldn’t be more excited for Vanessa and Sarah. Vanessa is exactly the leader our teams and clients need — commercially sharp, creatively driven and unwavering in her focus on outcomes. The momentum she’s built, from a Gold Effie to meaningful new client partnerships, sets us up brilliantly for the next chapter in Melbourne and Sydney.

“At the same time, I’m incredibly happy for Sarah as she leans into her enviable creative ambitions. I admire her so much. She has led with heart and high standards, and her impact on our people and clients will be felt for years. She has successfully blended two agency cultures, helped us through multiple mergers and is just a quite wonderful human. We’re grateful for everything she’s done and we’ll be cheering very loudly as her stories reach new audiences.”

Says Tout: “Working so closely with Sarah over the past four years has been a privilege and I feel fortunate to have learned from the best. I’m honoured to step into this role and build on the strong foundations she and I have created with the team.

“Looking to 2026, we’re focused on delivering connected creativity with humanity at its core, deepening our partnerships and driving measurable growth for our clients. I’m excited to champion our brilliant talent in Melbourne and Sydney and keep raising the bar on work that moves people and businesses.”

Adds Bailey: “Joining the VML team in early 2019 was one of the best decisions I ever made. It has been such a rewarding seven years and I’m very proud of the work the agency has produced during this time and how we’ve navigated the cut and thrust of agency life.

“VML is a special place and the strong global leadership really sets an inspiring tone around the world. Leaving is incredibly bittersweet, but I’m excited about the creative projects I’m taking on and I’m excited for Vanessa, Rich and the broader VML team and clients knowing what they have in the pipeline and the people they have in place to deliver it. I will remain a big fan.”

Pictured (L-R: Vanessa Tout, Sarah Bailey, Thomas Tearle)

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