MAM
After celebrities, corporates catch on the ALS Ice Bucket Challenge
MUMBAI: From celebrities, both Indian and global, to young and old alike everyone has tried this. The ALS Ice Bucket Challenge, a movement that has snowballed into a social media trend, raising crucial awareness and funds for ALS.
But it’s not just celebs and folks who have participated in the challenge – now, corporates too are doing their part to raise awareness for a good cause.
The latest addition to this list is To The New and Havas Media Group India, where key executives have now taken the challenge.
Several executives from To The New, across India, China and Singapore offices have participated in the challenge and posted videos getting drenched in the iced bucket to raise awareness for ALS.
Among the participants are head honchos of several of the group companies including Tangerine CEO Kesavan Kanchi Kandadai, IntelliGrape CEO Deepak Mittal, ThoughtBuzz CEO Anshul Jain, IntelliGrape CBD Raman Mittal, Techsailor China CEO Rex Huang and To The New Marketing Head Irfan Khan.
The company was challenged by Marketing Interactive Magazine from Singapore. To The New has extended the challenge to Sony LIV, Amazon Internet Services India, afaqs! and Times Innovation Media to take the epic #icebucketchallenge.
On the other hand, Havas Media Group India took the challenge from Havas Media UK & Havas International. Havas UK and Havas International were challenged by HMG Asia Pacific. Havas Media Group India has gone on to challenge some other agencies and their clients.
Many countries across the Havas Group also took up the challenge donating and spreading awareness for ALS.
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.
