VML

A platform for the next era of marketing

VML's clients range from global enterprises to fast-moving challenger brands, and across the board, what they expect from the web has changed: more speed, more flexibility, and no compromise on craft. VML's response was to make sure it always had the right platform on the bench to meet clients where they were, so it could say yes to a brief and deliver at pace. Since 2023, Webflow has been a big part of how it does that.

That doesn't make it a default.

"Our clients are leaders in their space, with bold ambitions for how they want to show up on the web. For each one, we assess the tooling that fits best: Do they have an internal team? How do they want to build, manage, and evolve their site over time? What are the real constraints, technical or otherwise," says Miles Cox, Chief Experience Officer, VML Australia & New Zealand.

Making the web weird again

The more VML used Webflow, the further it turned out it could go. "What's possible with Webflow" kept being more than anyone expected.

Clients want more than a site built quickly. They want it plugged into the rest of their stack, tools like Figma and HubSpot, and they want to run it themselves once it's live: updating content, analyzing traffic, and optimizing through experiments. Webflow lets VML say yes to all of that, move on it quickly, and do it at scale across a growing roster of brands.

But this was never just about saying yes. It's about innovation at speed. It's about unbridled creativity, and the kind of play that happens when the people with the ideas can build them on the spot. At the end of the day, it's about creating something magical for brands and their customers. VML's strength has always been creative work for brands, and Webflow is where that strength extends all the way into the website itself.

That belief connects to something Miles has pushed for a while: making the web weird again.

"The web has become homogenized, whitewashed. It's time to bring interaction back, play back, wow moments back. When was the last time you said to a friend, 'hey, have you seen this website?' We used to say that all the time at the start of the web. It's time to bring that back."

Giving South Bank a digital front door as fast-moving as the city around it

South Bank, in Brisbane, is one of the city's best-known destinations, a riverside precinct of parklands, restaurants, markets, and arts venues including the Queensland Performing Arts Centre and the Queensland Art Gallery, anchored by Streets Beach, Australia's only man-made inner-city beach. Run by South Bank Corporation, its visitor site needs to keep pace with an events calendar that never stops, and the organization has no internal design or development team.

Speed wasn't a nice-to-have. It was the only way the project would ship on time, so Webflow was the call from day one. VML's technical team handled the API and connectivity work, and the build itself lived with the creative team:

"Our designers really worked through a more traditional process, starting with Figma, then building in Webflow. But as feedback came in, they were making changes and presenting live. Our developers were our designers, and our designers were our developers, so we had total quality control, and it really did speed us up," says Miles.

For South Bank's own team, the payoff continues well after launch.

"We've enjoyed working with Webflow as it gives our team the flexibility to make content updates quickly and easily, while still providing the design freedom to create a polished digital experience. We've found it particularly valuable for reducing our reliance on development team for day-to-day content changes, while still having the flexibility to evolve the site as our needs change," says Kira Donohue, Marketing Manager, Retail, South Bank Corporation.

That way of working has since become the blueprint for every Webflow project VML runs.

A structurally different way for teams to work

VML works with marketing teams of every shape, size, and speed, from lean in-house crews of one or two people to global teams spread across markets. What Webflow gives all of them is a structural advantage. It's extremely customizable, so the way a site is built, governed, and managed can be shaped around how each team actually works, rather than forcing the team to reshape itself around the platform.

It also changes when people get to work together.

"There can often be friction between creative teams and digital teams. What we're seeing with Webflow is these teams coming together like no other, from moment one, to build proofs of concept, to play, to push each other. And now it's not just designers and developers working side by side. It's humans and agents. Webflow is the one platform I've seen that's actually ready for that, not bolting agents on after the fact."

VML Global CEO Jon Cook calls it pixie dust: a little magic sprinkled across teams, with Webflow as the connective tissue between them. It's exactly the kind of team Webflow is building for. Source and Campaigns, two of Webflow's newest releases, are designed to help teams move at the speed of an idea, not the speed of a process.

What the agentic future of marketing looks like

Webflow is the agentic web marketing platform, where marketing teams and AI agents build, manage, and optimize sites together. Agents can create pages, update content, and run optimizations, always inside the guardrails the team has set, from the design system and CMS structure to publishing permissions. Because they're trained on the brand's own components, styles, and guidelines, every change they make stays unmistakably on brand. The team sets the direction. The agents help them get there faster.

For Cox, that opens up who gets to build web experiences, and he's all for it, with one condition: what clients build should be best-in-class, not just fast.

"I've spent my whole career learning the craft, so I'll admit that putting the tools in more people's hands still makes me a little nervous. But with platforms like Webflow, those nerves are the lowest they've ever been. And our job shifts from gatekeeper to enabler: showing people what good looks like, then helping them take it and run."

Ideas used to get stuck in a loop of idea, ticket, backlog. Now a "what if?" can become a prototype you can actually click, tap, and react to within minutes. And those prototypes don't stay locked inside VML's studio: they get built alongside clients, often in the same room, and put in front of real customers while the idea is still warm.

That asks something of client brands too. As more of the power moves to them, the ones that lean into curiosity and learning will get the most out of it. Miles expects the next six to eighteen months to be one of the more exciting stretches yet; for VML, for its clients, and for the web it's trying to make magical again.

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