Welcome to VML on Creativity, a special series from Breaking and Entering. Each episode pulls back the curtain on VML and explores how creativity takes shape across categories globally. From health to commerce to entertainment, this is how creativity pushes brands forward today.

In this episode, we sit down with Tom Murphy, Co-Chief Creative Officer of VML US, to dive into the power of long-term brand platforms - ideas built to last. Tom shares his perspective on what makes a brand platform truly enduring, how to develop work that stays relevant across years (not just weeks), and why timeless insights are still the most powerful creative fuel.

We explore iconic examples like KitKat’s “Have a Break,” Hellmann’s Super Bowl presence, and Wendy’s fresh, sassy social voice. From campaign longevity to platform adaptability, Tom breaks down what it takes to build something that sticks - and why patience, empathy, and relentless enthusiasm are underrated creative tools.

Creative Work Mentioned in This Episode:

KitKat – Phone Break: https://www.vml.com/work/phone-break

Hellmann’s Super Bowl: https://www.vml.com/news/hellmanns-hits-the-spot-in-big-game-ad

Wendy’s – Frosty Fix: https://www.vml.com/work/frosty-fix 

Hosted by Geno Schellenberger, Founder of Breaking and Entering Media.

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Connect with Tom: https://www.linkedin.com/in/tommurphycreative/

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