The WPP-owned agency network BatesAsia is dropping the 'Asia' part of its name, and has aligned its above- and below-the-line units to form the fully integrated agency, Bates141.
The new company will have a single bottom line in each of the 15 markets across Asia Pacific in which it operates.
The agency has also introduced a new identity, replacing the old logo featuring a rice symbol with a simpler design created by Mumbai-based design agency Umbrella.
“Our refreshed brand represents the integration of Bates and 141 into one company with one vision, focused on changing mindsets and changing behaviour,” said Digby Richards, CEO of Bates141.
“Unlike most of our competitors, this is one operation with one profit and loss, one philosophy and one focus,” he added.
The rethink was partly prompted as a result of the loss of its largest client Nokia earlier this year.