MAM
Carrier Midea India appoints DDB Mudra as its advertising agency
MUMBAI: Carrier Midea India Pvt. Ltd. has appointed DDB Mudra Delhi as its creative agency for the Midea Brand. DDB Mudra Group was entrusted with the account after a multi-agency pitch.
The agency‘s main focus will be on strategic planning and creative execution for both ATL and BTL requirements of the Midea brand.
Carrier Midea India is a new entrant in the Indian home appliances market and has aggressive marketing plans. The business was awarded to DDB Mudra Group based on its strong strategic recommendation and sharp point of view on positioning the brand Midea in the competitive Indian consumer durables market.
Carrier Midea India vice president – sales and marketing Sanjay Mahajan said, “DDB Mudra has a proven track record of creating brands, remarkable campaigns and fresh ideas. The team is proactive, extremely passionate and provides a good balance of thinking and doing. Also, we are poised for growth with major expansion plans and are confident that our partner agency will play a critical role in achieving our marketing goals. We look forward to work with them.”
DDB Mudra Group Delhi president Vandana Das said, “Wins are always delighting, but with this specific one, we are even more delighted as we would be partnering with Carrier Midea India for a full fledged launch of the Midea brand in the country. We would be adopting an integrated approach to launch it across all consumer touch points, in the months ahead.”
Carrier Midea India is a joint venture between Carrier Corporation and GD Midea Holding Co. Ltd. and deals in high technology heating, air-conditioning and refrigeration (HVACR) solutions. In 2011 it has net sales of $17Billion.
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.
