WPP has named Anne-Isabelle Choueiri to the newly created role of chief transformation officer, according to a press release. The appointment of the executive, who joins from The Estée Lauder Companies, is a key move in WPP’s recently announced Elevate28 strategic overhaul.
In her new role, Choueiri will be tasked with designing and implementing the operations that underpin Elevate28, the three-year growth plan unveiled by WPP in February that will see the holding company transform into a single company. The executive will lead transformation across the advertising firm and work closely with its product and enterprise teams, leveraging artificial intelligence, technology and data to drive operational outcomes.
“Delivering on our Elevate28 strategy requires us to fundamentally transform how we operate and how we show up for clients,” said WPP CEO Cindy Rose, who joined the company in September, in press details. “Anne-Isabelle has a proven track record of leading this kind of evolution at scale across operations, technology and culture in innovative ways.”
With culture identified as a strategic lever for WPP’s transformation, Choueiri will also work with the firm's people function to help build a high-performance mindset. Before joining WPP, Choueri served as senior vice president of transformation for Estée Lauder Companies and led enterprise-wide strategic initiatives, including the redesign of the company’s Enterprise Technology teams. The exec also served as a core member of the beauty giant’s AI task force.
Additionally, Choueiri helped shape Estée Lauder Companies’ One ELC model, which integrates teams, culture and operating ecosystems across the organization. Days before the exec’s appointment, Estée Lauder Companies announced WPP as its first global media partner, a move that marks a significant step forward for the One ELC plan and sees the company shifting from a decentralized regional media structure to a global system.
Beyond her previous role, Choueiri has assumed leadership positions at consultancies including Accenture, another of Estée Lauder Companies’ strategic partners, Bain & Company spin-off Masaï and Kearney. The exec will be based in New York and sit on WPP’s Executive Committee.
WPP’s Elevate28 plan follows a year of revenue declines and account losses, including several large media accounts. The plan will reorganize WPP’s network into four operating units anchored in four regions, all of which will be supported by WPP Open. The units include WPP Media, WPP Creative, WPP Production and WPP Enterprise Solutions, and they will operate across North America, Latin America, the Europe, Middle East and Africa region and Asia-Pacific.
Elevate28 aims to deliver 500 million pounds, or roughly $677 million, in annualized cost savings with a focus on reinvesting in high-growth areas like media and commerce. WPP saw like-for-like revenue less pass-through costs drop 6.9% in Q4 2025 and 5.4% for the full year.
