MAM
To The New raises Rs 750 mn from Four Cross Media
MUMBAI: To The New, the company which holds Ignitee Digital Services, Tangerine and Intelligrape, has raised Rs 750 million from Four Cross Media.
The investment will be made in the India operations of To The New over a period of three years.
To The New said it will employ the renewed investments in further cementing its position in the Indian digital marketing industry by investing in people, technology, brand and infrastructure.
With the fresh corpus of investment from Four Cross Media, To The New said it will target revenues of Rs 25 billion over the next three years.
Looking for strategic acquisitions for growth, To The New had acquired Ignitee Digital Services in 2011.
Four Cross Media co-founder Puneet Johar said, “There has been a burgeoning demand for digital services in India over the last couple of years and we see this market rapidly growing. As Indian consumers spend more time online, we are seeing many more businesses working this to their advantage. We aim to strengthen the ‘To The New’ brand so that it becomes the partner of choice for businesses which have the strategic intent of reinventing themselves for the digital consumer.”
Four Cross Media is known for its investments in the Indian and ASEAN region. Since its inception, Four Cross Media has invested Rs 350 million in building the Indian business operations of To The New from ground-up and growing the organisation organically and through various strategic acquisitions.
Ignitee Digital Services CEO Atul Hegde commented, “We are delighted to be a part of the TO THE NEW network. With a young and enthusiastic group of individuals and global domain experts, we are confident that we will be able provide world-class service delivery to our clients in India. We will focus on investing in developing the right skill-sets as we find innovative ways to develop and execute campaigns for our clients.”
Founded in 2010, To The New offers a comprehensive range of digital services across marketing, media, content and technology.
Through its various business units, To The New collectively manages the mandates for around 50 clients in India, across diverse sectors including BFSI, automobiles, e-commerce, FMCG/retail, hospitality and media and entertainment.
To The New currently employs 300 people in India across its business units. As the industry continues to flourish, it is expected to ramp up the talent pool to 600 professionals in the next two years.
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.
