Campher will be working alongside the Marketing Effectiveness & Intelligence (ME&I) team — a specialist, global division within VML focusing on martech, analytics, insights and artificial intelligence — to build out the data capability within VML South Africa, says the agency.

VML South Africa says the EMEA representatives from ME&I include Adriaan Gouws and Andre Fick, who work with clients both in South Africa and the broader region.

Turning Data into Action

In this position, Campher is tasked with developing connected data systems that bring together information from different sources, giving clients a clearer view of their customers and quicker insights to guide decision-making. He leads cross-functional teams and oversees the development of the agency's analytics capabilities, driving measurable ROI through the strategic use of technology, says VML.

"My focus is on building practical solutions that simplify complexity and guide clear action," says Campher. "We're embedding AI and automation into everything we do, ethically and effectively, so our clients can spend less time decoding data and more time acting on it."

Tech Skills With Street Smarts

A self-professed data geek, Campher brings deep technical expertise in cloud platforms, martech analytics, banking and cloud security, SEO and agentic automation, says the agency.

VML says his appointment reflects its continued commitment to putting intelligence at the centre of marketing performance, and to growing a data practice that meets the needs of modern marketers.

"Data and technology have always been at the core of how we approach creativity at VML — and with all the exciting developments happening in this space, it was important for us to appoint someone who is both technically strong and practically minded," says Jarred Cinman, CEO of VML South Africa. "Ryan brings a rare combination of deep technical expertise and the ability to translate complex data into simple, useful insights. He doesn't just understand the data — he knows how to make it matter. His appointment reinforces our belief that creative work is at its strongest when it's powered by intelligence."

Out of the Trenches and Into the Spotlight

For Campher, this appointment marks a defining moment in his career. "This role is a personal milestone — it's the result of years spent in the data trenches," Campher says. "But more than that, it's an opportunity to democratise data and unlock its value for people who may have thought it was out of reach."

With Campher at the helm of this team, VML concludes that it is sharpening its focus on performance-led marketing even further. His appointment marks a bold step in delivering smarter, faster results for clients. 

For more information, visit www.vml.com. You can also follow VML on LinkedIn, X, Instagram, or on TikTok. 

*Image courtesy of contributor