MAM
W.A.Y.S bags the integrated marketing mandate for Fila & Fitflop
Mumbai: What Are You Saying (W.A.Y.S.), a creative brand solutions-driven integrated marketing agency based out of Mumbai has won the creative and digital marketing mandate for Fila & Fitflop from the house of Metro Brands Limited (MBL), India’s fastest-growing footwear retailer.
FILA is a sport-inspired fashion brand that is distributed worldwide. FitFlop is a UK-based footwear brand known for creating the most comfortable footwear in the world.
The brands have partnered with What Are You Saying (W.A.Y.S.) to deliver creative solutions across online and offline channels as they expand their footprint across the country and strengthen business.
What Are You Saying (W.A.Y.S.) will be handling the creative integrated marketing mandate which includes digital communication strategy, content creation and design, ORM, media planning, influencer marketing, etc. The footwear category holds a lot of competition from international stalwarts and new-age homegrown brands and What Are You Saying (W.A.Y.S.) will work in sync with MBL to create innovative and clutter-breaking campaigns that help the brand expand their customer base and build customer loyalty.
Metro brands limited Sr. VP – marketing Deepika Deepti said, “We partnered with W.A.Y.S. for their creative agility and proven ability to carve impactful narratives that resonate with our diverse audience. They have demonstrated a unique capability to blend innovation with strategy, creating campaigns that not only capture attention but also leave a lasting imprint on our brand identity. The success of our first campaign ‘For People Who Move’ together has exceeded our expectations, marking the beginning of a transformative journey. We’re excited about the journey ahead as we continue to shape engaging narratives and drive unprecedented success for Metro Brands.”
W.A.Y.S co-founder & head of business growth Radhika Varma said, we are elated to partner with a heritage brand like Metro Brands & join them in their journey of delivering excellence to the Indian consumer. We’re excited about taking an iconic global brand like Fila forward in India & add our creative vision to its existing legacy. With Fitflop we’re presented with the opportunity to bring a truly fantastic product to the Indian consumer & help shape its presence & identity in the country. It is incredibly exciting to be a part of both the brands’ expansion and growth story in India. We are super excited to work with the team at Metro Brands and build campaigns that make the world go “What Are You Saying!”
MAM
WPP appoints Estée Lauder’s Anne-Isabelle Choueiri as chief transformation officer
Former Estée Lauder executive to lead operations, technology and culture overhaul under WPP’s three-year growth plan
LONDON: WPP has appointed Anne-Isabelle Choueiri as chief transformation officer in a newly created role tasked with delivering the group’s Elevate28 strategy.
Choueiri joins from The Estée Lauder Companies, where she led enterprise-wide strategic initiatives, including the “One ELC” operating model and major upgrades to enterprise marketing, data and analytics capabilities. She also led the redesign of enterprise technology teams and served on the company’s AI taskforce, driving AI strategy, adoption and value realisation across the business.
At WPP, she will be responsible for designing, implementing and embedding the operating model behind Elevate28, the company’s three-year growth plan unveiled in February 2026. She will lead efforts to improve innovation, efficiency and integration across WPP’s client offerings, with a focus on delivering agile, outcome-driven solutions and measurable growth.
Choueiri will oversee organisational transformation across the group, working closely with product and enterprise technology teams to deploy AI, data and technology to build new capabilities and improve operational performance. She will also work with the people function to embed cultural change, strengthen an agile performance mindset and support talent development across the organisation.
Before joining Estée Lauder, she held senior roles across consulting and digital agencies, including at Accenture, Masaï (a Bain & Company spin-off), and Kearney, with experience spanning strategy, data and digital marketing transformation.
Cindy Rose, chief executive officer of WPP, said Choueiri brings a strong track record of leading large-scale transformation across operations, technology and culture, adding that her appointment will help accelerate the group’s next phase of growth under Elevate28.
Choueiri said WPP’s strategy represents an ambitious opportunity to reshape how the company operates and delivers for clients, adding that she looks forward to building integrated solutions and fostering a culture of innovation and change.
She will be based in New York and will join WPP’s executive committee.
