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Bates 141 unveils new integrated identity

16 April, 2008

Refreshed brand symbolizes Change vision and capabilities

Asia Pacific, April 16, 2008 – To reflect its Change vision and capabilities, Bates 141 today unveiled a new ‘look’ that includes the redesign of the agency’s logo and visual identity.

“Our refreshed brand represents the integration of Bates and 141 into one company with one vision with an integrated end-to-end offering focused on changing mindsets and changing behavior. Unlike most of our competitors, this is one operation with one profit and loss, one philosophy and one focus,” said Digby Richards, Chief Executive Officer, Bates 141.

While keeping the pumpkin color, the refreshed brand identity has dropped the rice symbol and the “Asia” tag, in favor of a classic contemporary typeface logo.
Repeating ‘eyes’ with one set facing the other direction express Bates 141’s Change vision by looking at problems and solutions differently.

“Asia is where change is happening at the greatest rate and across multiple dimensions so we wanted an exciting new visual identity to celebrate this constant dynamic,” added Jeffrey Yu, Chairman, Bates 141.

“Our job is to help our clients understand the changing marketing landscape and to leverage and create change for their brands,” added Digby.

As part of this exercise, Bates 141 offices in Beijing, Chennai, Mumbai and Singapore have been renovated to incorporate the refreshed brand identity, and there are plans to update the rest of the offices.

The Bates 141 brand identity was designed by globally recognized, Mumbai-based design company Umbrella.

About Bates 141

Bates 141 is the world’s largest Asia-devoted marketing communications network. Bates 141 is part of WPP, one of the world’s leading communications services groups. Bates 141 is located in 22 offices in 15 countries across Asia Pacific.

Bates 141 focuses exclusively on the growing demands of Asian business: namely, building sustainable brands with global ambition and potential.

Bates 141’s clients include among others, AIG, Audi, Bayer, BMW, Cheung Kong, Dell, E-Trade, Google, Fiat, Heineken, HSBC, Huawei, IKEA, LG Electronics, Mengniu, Pizza Hut, Remy, Shanghai General Motors, Shell, Telkom Indonesia, Uni-President and Virgin Mobile.

We are The Change Agency. We believe that brands with a future must embrace change. Our clients pay us to understand, leverage and create change, and our currency - ideas - must change people.

For more information, please contact:

Desiree Lim
Corporate Communications Manager
BatesAsia 141
DID: +852 2103 6261
Cell: +852 9770 4693
Fax: +852 2527 4086

Acrobat Document WPP_PressRelease_Bates141_Apr08_guid46994cc4ff2444.pdf

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