According to the airport operator, the project forms part of a broader infrastructure development aimed at supporting the rapidly expanding Western Sydney region, which is already considered Australia’s third-largest economy.
Before joining WPP, Choueiri led enterprise-wide strategic initiatives at The Estée Lauder Companies. Her work included shaping the company’s “One ELC” operating model and transforming its enterprise marketing, data and analytics capabilities.
The agency said the new mandates reflect early market traction after entering the Malaysian market and highlight its ability to secure work across multiple sectors shortly after launch.
The initiative highlights the physically demanding nature of the Ramadan–Raya period, when long days of visiting and hosting celebrations take place in warm conditions.
As part of the agreement, BOSS branding will also appear across the venue, including inside Rod Laver Arena.
Through the partnership, the airline aims to better engage international travellers across multiple markets while reinforcing its position as Malaysia’s national carrier.
Based in Kuala Lumpur, the pair will work together under an updated, more agile creative management model designed to support the agency’s focus on connected creativity and integrated brand experiences.
For Omnicom, the win adds to a series of recent global media account gains and further expands its client portfolio across the technology sector.
With Malaysian consumers increasingly demanding hyper-personalisation and frictionless omnichannel journeys, the 2026 summit will focus on moving beyond traditional “clicks-and-mortar” models.
The new platform aims to reposition Gong cha from being viewed as an occasional treat to an everyday lifestyle beverage
