WPP has employed Anne-Isabelle Choueiri from The Estée Lauder Firms as chief transformation officer to assist reset the enterprise because it seeks to return to development by 2028.
Based mostly in New York and reporting to CEO Cindy Rose, Choueiri shall be tasked with designing, implementing, and embedding the operations to execute WPP’s “Elevate28″ three-year turnaround plan. The promoting community introduced its turnaround technique in February, after it posted an 8.1% year-on-year income decline.
In a press launch, WPP mentioned Choueiri will lead efforts to make WPP extra progressive, environment friendly, and higher linked for purchasers.
She is going to sit on the manager committee, and key elements of her function will embody baking AI and tech into WPP’s day-to-day processes, in addition to working with its folks workforce to convey employees together with the modifications.
Choueiri has spent the final six years working at Estée Lauder’s dad or mum group, most lately as SVP of transformation. Whereas there, she formed the sweetness big’s working mannequin and its advertising, knowledge, and analytics capabilities. She additionally led its AI technique.
Beforehand, Choueiri held management roles at consultancies together with Accenture, Bain’s Masaï, and Kearney.
WPP described the transformation chief function as newly created. Nevertheless, holdco veteran Lindsay Pattison beforehand held the place in 2017, subsequently changing into chief shopper and chief folks officer, earlier than departing in 2025.
‘Daring, lasting change’
Rose mentioned delivering on “Elevate28” would imply reworking how WPP operates and exhibits up for purchasers, including that Choueiri was “precisely the chief [WPP] must drive daring, lasting change.”
She has already began reworking the enterprise, having joined simply as its share value hit a 16-year low in September 2025. Her reset plan has been designed to stabilize the enterprise in 2026, construct momentum in 2027, and return it to development from 2028 onwards.
To attain this, WPP is now oriented round 4 models: WPP Media, WPP Inventive, WPP Manufacturing, and WPP Enterprise Options, throughout 4 key areas: North America, Latin America, EMEA, and APAC. This new setup is underpinned by its proprietary AI platform, WPP Open.
When she introduced the plan two months in the past, Rose mentioned the sweeping restructure would ship annual value financial savings of $676 million (£500 million) and was knowledgeable by six months of “rigorous evaluation” and conversations with WPP’s purchasers, which embody Coca-Cola, Unilever, Nestle, and Ford. The holdco introduced on McKinsey to steer a strategic evaluate in November.
On the time, the CEO provided little element on what particular cuts or asset gross sales would ship this goal.
