The Dictionary of Change

By Bates 141

"I believe that language is one of the richest areas where change can be spotted. That’s the reason why we choose to publish the first Bates 141 dictionary of change based on the idea of new language and ‘ChangeWords’.

Nothing is more important to us than the spotting, understanding, and interpretation of change for our clients. Doing business in Asia means we are operating in the part of the world that has the fastest growing economy, the largest population swell, the greatest uptake of technology and the most optimistic people in the world.

In 2008, Asia will inject more wealth into the global economy than any other part of the world. The shifts are titanic and as The Change Agency, I believe Bates 141 is better suited than any other integrated agency to rise to the challenge.

This book is a testament to our change culture and the importance we place on delivering change thought leadership to inspire our employees whom we call “Change Agents”. This is also a measure of all the work we put in to service our clients in more thought-provoking ways to deliver ChangePoints that are the foundation of our ideas and breakthrough work.

I am grateful to our staff and our clients for their support, encouragement and contribution. Please keep challenging us so we change together".

- Jeffrey Yu is Chairman of Bates 141

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Dictionary of Change (pdf, 17.7Mb)

About Bates 141

We believe that Brands that want a future must embrace change.

Because change inspires ambition. And since a brand with no ambition isn't really a brand at all, helping brand stakeholders discover and articulate their ambition is one of the most important jobs we've got.

We believe clients pay us to understand, leverage and create change.

So we need to look at change in three ways;

Where in the marketplace is meaningful change going on? Based on this, which business situations should we try and change? Finally, are the changes we've agreed to drive really happening?

We believe our ideas must change people.

Their hearts, their heads, their feet - and their hands, as they reach for their wallets. So we want to build ideas people love enough to make their own.