MAM
GroupM conceptualises largest outdoor innovation in Kolkata for Eveready batteries
Mumbai: GroupM, WPP’s media investment group, partnered with Eveready Industries India Ltd. to create an innovative visual spectacle in the outdoor landscape of Kolkata. A larger-than-life innovation for Eveready Ultima alkaline batteries has been strategically introduced on Kolkata’s most popular flyover, Maa Flyover.
The busiest flyover in Kolkata where a billboard-sized 80 x 30 got a makeover by putting up a gigantic 44ft x 25ft battery featuring the Ultima range of batteries showcasing its superior power over regular batteries in an intriguing manner turning out to be a veritable eye sore.
The installation amplified the brand’s impact and awareness, resulting in the most talked about OOH billboard & ignited conversation on social media, which helped the brand blossom and give Kolkata some “Red”.
GroupM OOH Solutions managing director Ajay Mehta said, “We are delighted to have executed such a remarkable campaign for Eveready and to be their partner in this campaign. The innovative installations draw inspiration from the energy in Ultima’s battery portfolio. The creative installations are influenced by the energy found in Ultima’s array of batteries. The campaign demonstrates both technological proficiency and a commitment to long term and innovative solutions thanks to the hard work that went into the planning and execution.”
SBU Head (Batteries & Flashlights) VP Anirban Banerjee said, “The Out of Home Innovation has wonderfully captured the passersby attention of the revamped Ultima battery series from the house of Eveready with smarter appeal and long-lasting power with larger-than-life innovation. The new and improved Ultima batteries, push our boundaries, with 400% and 800% longer-lasting performance, highly suitable for the high drain devices. The larger-than-life batteries installation turned out to be a veritable eyesore showcasing its superior power.”
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.
