VML Names Mike Elenterio as Strategy Director
VML has named Mike Elenterio as Strategy Director, bringing his experience in brand strategy, advertising, and experiential marketing to the agency.
Elenterio joins VML after working at Giant Spoon, where he served as Director, Strategy. His work there included strategic responsibilities across brand and experiential campaigns, including HBO’s “House of the Dragon” campaign, where he was credited as part of the strategy team.
His background places him across strategy and creative marketing, with experience working on campaigns that connect brands with cultural moments and audience experiences. The move to VML adds another layer of strategic experience to an organization that brings together brand experience, customer experience, commerce, data, technology, and creative capabilities.
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The Strategy Director role comes as agencies continue to broaden the scope of strategic planning. Rather than focusing solely on traditional brand positioning, strategy teams increasingly work across customer journeys, commerce, data, digital experiences, and integrated campaign planning.
VML’s current strategy roles reflect this wider remit, with strategic leaders expected to connect business challenges with audience insights, research, omnichannel planning, measurement, and creative development. The agency also incorporates AI tools into its strategic workflows as part of its broader technology approach.
Elenterio’s move therefore adds experience from the experiential and creative agency environment to VML’s strategy organization. His previous work across cultural and experience-led campaigns also reflects the growing overlap between brand strategy, creative development, and audience engagement.
The appointment comes as advertising agencies continue to evolve strategy functions around increasingly connected marketing disciplines, with data, technology, commerce, and creative execution becoming more closely integrated into planning and client work.
