Bates Asia relaunches as regional network
12 December, 2003
Bates Asia today announces its re-launch as a regional agency network, unveiling a new logo and corporate identity that clearly communicates its evolution into a specialist regional network within the WPP Group.
With the re-launch, Bates Asia becomes uniquely positioned as an international-standard, locally focused agency network offering world-class solutions. Bates Asia can address client needs specific to individual Asian countries, rather than be confined by worldwide requirements that may not be appropriate for local markets.
“Bates Asia has the deep insight into local markets and local consumers that many clients are seeking and yet don’t always receive from other agencies,” said Jeffrey Yu, Regional President of Bates Asia. “Bates Asia has long recognized that this region comprises many markets and many cultures, and the key to delivering great work for clients is to appreciate each market’s unique characteristics.”
“There is a worldwide swing towards local relevancy over consistency. We are perfectly positioned to offer those clients who are looking for a communications partner that has world-class skills combined with the ability to give in-depth local insights that can be leveraged for business success,” he continued.
Today’s relaunch is grounded in Bates Asia’s new role in the WPP family, building on its past reputation with the benefit of new global backing. In Asia, 141 and XM continue to operate within Bates Asia exactly as before, one group united.
“Bates Asia has long been recognized for its creative excellence, its blue-chip client roster, and producing locally relevant work,” said Mr. Yu. “Now, as a WPP company, Bates Asia has the benefit of, and access to, WPP’s wide range of global resources. This creates a sound foundation for Bates Asia’s long-term growth.”
With 26 offices in 12 countries, Bates Asia has a committed senior management team with an average of 14 years’ service and has maintained long-standing partnerships with major brands. These include HSBC (since 1963), Heineken (1993), and Nokia (1995).
New Corporate Identity
The new corporate identity for Bates Asia visually captures the network’s focus on locally relevant approaches. It features the Bates Asia name accompanied by a motif of falling grains of rice – and different types of rice for different countries.
“Rice is the staple food of Asia. Rice is common to all Asian countries and cultures, yet has distinct local varieties. Thus our Bangkok office uses Thai Jasmine rice, while our Tokyo office, Japanese short grain,” said Norman Chong, executive creative director, 141 Japan, who was responsible for the new design.
Executions based on the same principle will be used for each and every country around the region. It can be found on all Bates Asia corporate material.