MAM
WPP’s Cohn & Wolfe appoints new corporate practice leadership
MUMBAI: WPP’s brand communications agency Cohn & Wolfe has appointed Andrew Escott, formerly managing director of UK Corporate, as global corporate practice leader effective immediately.
Escott takes over from Geoff Beattie, who last week was named global leader of Cohn & Wolfe’s new Strategic Consulting Unit.
Helen Searle, formerly UK Corporate director, steps up to become managing director of UK Corporate.
The Corporate Practice operates across Cohn & Wolfe offices worldwide, covering all aspects of Reputation Management including Crisis and Issues Management, Business-to-Business Communications, CSR & Sustainability, Employee Engagement, Public Affairs and Corporate Storytelling.
“Demand for our corporate reputation work has grown significantly around the world and Andrew has been a major contributor to our success. Under Andrew’s leadership, I see our Corporate Practice continuing to be a significant driver across Cohn & Wolfe markets,” said Cohn & Wolfe CEO Donna Imperato.
The UK has been among the agency’s stand-out markets for corporate work. Over the past four years, the UK Corporate Practice doubled revenues, expanded its suite of services and added major global brands in the natural resources, financial services, healthcare and food and drink industries. Current clients include Warburtons, Twinings, Ferrero, Asia Pulp & Paper and Lloyds Banking Group.
Escott said, “The global business environment has never been tougher so our clients need a partner that can seamlessly both protect and promote their business. That’s what we have built in London and it has been a successful and differentiated model driven by a hugely talented team. Helen is a great leader, a critical part of our recent success and I have no doubt she will take the business even further.”
Escott joined Cohn & Wolfe in 2009 to drive the UK office’s crisis management and corporate health capabilities. In 2010, he founded Cohn & Wolfe Political Counsel, the agency’s first public affairs service. Since then he has worked across service areas to create a fully integrated Corporate Practice able to advise clients on all aspects of reputation management. While managing director of the UK Corporate Practice, Escott’s client work included Danone, Warburtons and Asia Pulp & Paper.
Searle joined Cohn & Wolfe in 2012 as a corporate director and now leads integrated corporate brand campaigns for clients such as Lloyds Banking Group, Danone and Make. Searle brings more than a dozen years’ experience at agencies such as Blue Rubicon and Weber Shandwick, where she delivered award-winning campaigns for Aviva, O2, RBS and Visa. Searle is a specialist in devising creative corporate campaigns that embrace both B2B and B2C audiences.
Brands
Parachute Advansed rolls out ‘Nariyal wali Holi’
Brand highlights coconut oil protection during festival of colours
NATIONAL: Marico Limited has launched a culture-heavy Holi campaign for Parachute Advansed Gold Coconut Hair Oil, urging consumers to stop dodging colour and dive straight in. The line is punchy: Na na wali nahi, nariyal wali Holi
The premise is simple. Many revellers hold back during Holi for fear of hair damage. Marico’s pitch is that coconut oil protection removes that anxiety, turning hesitation into abandon.
The integrated campaign spans a digital film, dermatologist-led explainer reels on the science of pre-Holi oiling, influencer content, curated starter kits and an on-ground splash at Mumbai’s Marine Drive featuring creators Prannay Joshi and Sneha Namanandi. Each touchpoint reinforces the brand’s refrain: do not run from colour; run towards it.
The hero film, conceptualised by Tonic Worldwide, shows women charging into clouds of pigment: a visual metaphor for fearlessness backed by hair care. The tone is festive, but the strategy is calculated: blend cultural relevance with functional reassurance.
Marico Limited chief marketing officer – India Vikram Karwal, said Holi’s exuberance often comes with concern over hair damage. The campaign, he added, reframes protection as freedom: an invitation to celebrate without restraint.
Marico, listed on the BSE and NSE, reported turnover of $1.3 billion in FY 2024-25. Its portfolio spans Parachute, Saffola, Livon, Beardo and other beauty and wellness brands, with international markets contributing about 25 per cent of group revenue.
