Batey Completes Red Cell relationship
1 July, 2004
BATEY has announced that it is formalising its five year relationship with Red Cell and is adopting the "ingredient" co-branding to become BATEY / Red Cell in Asia-Pacific. The move establishes a powerful global creative triumvirate comprising Berlin Cameron / Red Cell - the 2003 US Agency of the Year (Advertising Age and ADWEEK), HHCL / Red Cell - UK Agency of the decade-1990s (Campaign) and BATEY / Red Cell in Asia-Pacific.
Ian Batey founded the Asian based group in Singapore in 1972, to handle the then fledgling Singapore Airlines, today the agency's largest international client. "We are fiercely proud of our Asian heritage and focus. Our primary mission is (and will always be) to make many Asian brands globally powerful. That will never ever change ten, twenty, thirty years from now
", said Batey, Group Chairman who stepped back from day-to-day involvement at the end of 2000.
Rod Pullen, BATEY Group CEO positioned since 1990 to succeed the first generation founders, said, "BATEY has been a member of WPP since 1997 and participated in the creation and birth of Red Cell. In fact the original genesis meeting was held at Raffles Hotel back in 1999! We've tracked their momentum over the last 18 months and the energy, intelligence & experience in this group are magnetic. All the key players are just like BATEY people - creative entrepreneurs who deliver significant results for big brand owners. Red Cell values freedom, entrepreneurial spirit and cultural diversity. And the aim of becoming the most creative group in the world is a challenge we relish".
Said Robert Kay, BATEY Group COO, "It's a natural time for us to complete Red Cell as its Asian champion. By 2015, two thirds of the world's population will live in Asia. The next decade offers us fantastic opportunities. Ultimately what BATEY is all about is making the experience of our clients' brands richer, more involving and much more valued. We want to be seen as the CEO's brand growth consultant. Offering clients the collaborative resources of some of the best strategic and creative talents in the world, is a real alternative to the traditional ‘colonial' multinational agency network
About the announcement, Red Cell Chairman & Chief Executive Andy Berlin said, "I'm delighted that BATEY has made the commitment to formally join Red Cell. I've always admired their work particularly of course for Singapore Airlines. From my first days as a copywriter, I've found BATEY creative to be consistently fresh, intelligent, tasteful, and often breathtakingly beautiful. BATEY are the Asian specialists, with a deep creative heritage that has been consistently among the world's most-awarded for the last three decades. Asia is the critical third region of our world and a key to our future. BATEY is the perfect partner for Red Cell in Asia. Clients today are looking for more relevant, contemporary agency solutions and thirst for powerful, culturally relevant, creative solutions to drive international growth. The core combination of Berlin Cameron, HHCL and now BATEY is truly a powerful global proposition".