MAM
Zydus Cadila appoints TME as its AOR
NEW DELHI: Zydus Cadila has appointed The Media Edge (TME) as its new AOR. The account was previously handled by Initiative Media.
This is the second significant win for TME this month. Recently the media specialist had bagged the media planning and buying account of Barista.
Confirming the development, TME president Divya Gupta says, “We have been allotted the entire AOR account by Zydus Cadila. This includes brands like Sugar Free and Ever Yuth apart from soon-to-be launched brands, which can’t be disclosed at the moment.”
The company reportedly is test marketing a new brand of diet powder – Diet Trim – in the eastern part of the country.
Prior to the reviewing of the AOR account, Zydus Cadila had shifted the entire Sugar Free franchise from Mudra Communications to Rediffusion DY&R. Zydus’ other roster agency includes Triton Communications, which works on Ever Yuth brand.
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.
