Type of agency: Advertising
Key Personnel: Sonal Dabral, chairman - India and regional creative director, Bates Asia, Sandeep Pathak, group CEO, Bates India, Dheeraj Sinha, regional planning director and CSO - India, Sagar Mahabaleshwarkar, NCD
Account won: Raymond (Park Avenue), Ashok Leyland, DEN Entertainment, Hindware, ITC Shakti, ITC Safety, Century Ply, ABP GEC, Marico Nihar (Bates Bangladesh)
Account lost: Fiat, ICICI Credit Cards
How Campaign India rates the agency: 5
How Bates Asia rates itself: 7
2011 has been a mixed year for us. A number of highs mixed with a few lows. The year got a great start with the arrival of The Yahoo Big Idea Chair and the setting up of Team Colgate. What followed was our best ever performance at local and International awards shows for both creativity and effectiveness.
Today Bates India is a collection of specialists companies with scale. With the Integration of Landscapes and Wall Street, we’ll have one of largest OOH offerings in India and in Sercon we have the number three digital and activation agency in India. We relaunched Bates across Asia with a new identity and new positioning; as the ‘changengage’ people, which is about understanding larger shifts in culture and using it to engage people in new ways. Sonal Dabral our chairman and regional creative director moved base to India adding robustness. Dheeraj Sinha our regional planning director, became the youngest Advertising author through his book launch, Consumer India.
After a mixed 2011, it’s about consolidation for Bates India. We are investing in training and talent in a big way starting with a recently concluded Film Appreciation workshop conducted by the Films Head at NID.
2011 will end for us as a growth story with healthy margins and we are well on our way to welcoming 2012 on a positive note and turning it into our best year ever.