MAM
Kirloskar group appoints Pitchfork Partners for its brand refresh campaign
Mumbai: The Kirloskar group of companies comprising of Kirloskar Oil Engines, Kirloskar Chillers, Kirloskar Pneumatic, Kirloskar Ferrous Industries, and Kirloskar Industries, recently undertook a refresh of their respective business visions. The transformation – under the ‘Limitless’ brand refresh – spans eight business areas, laying the foundation for aggressive plans in the B2C domain whilst continuing to power robust growth in the B2B companies.
Pitchfork Partners is appointed to engage with media across platforms to drive home the essence of this refresh campaign. This involves transformation of the businesses from robust engineering-led firms to solution providers that lead today’s industrial landscape to become customer-centric. The outreach also details investing in new business segments and infusion of fresh talent in senior management, which will enable its companies through the use of innovation and technologies to move their business models from products to solutions.
The agency is also overseeing internal communication around this refresh campaign. This involves interactive campaigns around the conglomerate’s values & its transformed business vision of being customer-centric.
Having managed the outreach around the launch of ‘Limitless’, Pitchfork is now executing communication strategies to help the message gain traction across the country and within the conglomerate.
Kirloskar Oil Engines director Gauri Kirloskar said, “Pitchfork Partners’ strengths will play a vital role in driving our communication agenda across our multiple stakeholders. We partnered with Pitchfork for internal and external communications and believe Pitchfork Partners was truly able to deliver the core messages across our various audiences.”
“We have undertaken this journey to become a fully integrated conglomerate. Pitchfork Partners understands our messaging, identity, and values and we are very pleased to be partnering with them,” added Kirloskar Oil Engines executive chairman Atul Kirloskar.
Pitchfork Partners co-founder Jaideep Shergill said, “We are delighted to partner with the Kirloskar companies, which are among India’s most respected businesses. The transformation and repositioning will work wonders for the brand. We are privileged to be part of this change.”
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.
