Campaign India Team
Apr 17, 2008

Bates relaunches, drops 'Asia' from name

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.

Bates relaunches, drops 'Asia' from name

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.
 

Source:
Campaign India

Related Articles

Just Published

1 day ago

No internet, no problem: AI dials up Bharat

Centerfruit’s tongue-twisting Voice AI campaign proves rural India doesn’t need screens to engage—just smart tech with local soul.

1 day ago

Magna forecasts a 7.7% increase in India’s adex for ...

With no elections or cricket highs, India’s INR 1371 billion adex proves that digital muscle, data depth, and media shifts are driving real momentum.

1 day ago

WPP global comms boss Chris Wade steps down

Former Ogilvy UK CEO Michael Frohlich will replace Wade, who leaves the holding company after 13 years.

1 day ago

Cookies crumble, privacy prevails: Marketing’s new ...

The era of lazy personalisation is over. Epsilon senior vice president for analytics believes that marketers must now trade third-party tracking for first-party trust, clean data, and cultural transparency—or risk fading into irrelevance.