MAM
Digital industry veterans launch tech-based data conversion platform ‘0101.today’
Mumbai: Digital industry veterans such as Enormous Brands co-founder Ajay Verma, Marsh e-business head and Tata AIG head of marketing & e-business sales – Jayraj Jadhav, and former iProspect India head of media and programmatic and digital media maven Mihir Mehta have come together to launch 0101.today, which is positioned as India’s first tech-based data conversion company, specialising in deep understanding of behavioral data that transforms brand conversion across all internal data streams.
It has offices in Mumbai and Delhi and is looking at expanding its presence in Bangalore soon, said the statement.
“Today, conversion is one of the most important marketing metrics. We aim to deliver just that and not hide behind metrics that are mere leads driven,” said 0101.today managing partner Ajay Verma. “We help businesses collect and organise their data and drive data-driven marketing programs, at the same time taking responsibility of outcomes”
The inception of 0101.today was spurred by the desire of the founding members to build a company that helps in improving customer acquisition. The firm delivers the same by auditing existing Martech tools and reengineering the company’s data flows to unify data for all across the organisation.
“As a marketer, I know the struggle is really about focusing on day-to-day work vs. foundational work. A lot of CMOs face challenges regarding which platforms or stack to invest in, and how do we really get ROI on investments,” said managing partner Jayraj Jadhav. “There is a need to work on strategy, stack and structure together. As a martech proponent we decided to get a team of experts together to help CMOs in this mission. We have built proven frameworks that will help deliver conversion and growth at scale”
0101.today will help organisation create and organise their MarTech stack to deliver an environment that drives data-based and outcome driven marketing strategy. Their team of team of 20 + currently comprises tech engineers, data analytics, and marketing ops who come with marketing strategy prowess, knowledge of marketing automation tools, experience in stack implementation, and in converting data to drive actionable and measurable marketing goals.
“I always wanted to find some way to help brands and CMO’s grow at scale. After working in agencies, I realised that most of them get restricted to one or two platforms to drive performance,” commented managing partner Mihir Mehta. “The need of the hour is that brands have to move fast with sharp, smart, and more adaptable solutions without restricting themselves to platforms. This is what inspired us to change the outlook and create data-driven solutions aimed towards growth and conversions,”
“In the game of growth marketing and conversions, emphasis is laid on consumer touchpoint as well as the medium of the message, unfortunately, ignoring the message itself. We aim to put personalised messaging at the centre of our data-backed conversion strategy,” added Shivi Verma who joins as director – growth.
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.
