bates unveils vision to become the changengage™ people

11 October, 2011


HONG KONG — bates has embarked on an ambitious and exciting change to become the changengage™ people.

changengage™ is the philosophy for the new bates agency model. Together with this vision, the agency today unveiled its new corporate identity.

changengage™ underscores a sea of change in the way the agency is structured to deliver better solutions to clients. It is a complete mindset and behavioral change.
 
"Change has always been what we do best, and remains so. In a world where change is so rapid and fundamental, being change experts is even more relevant than ever. However, our insights on change need to lead to an active benefit to clients. It needs a sharper ear to the ground, an understanding of inflection points, and real time action,” said Tim Isaac, Regional Chairman.

"Brands that engage with their communities can far outperform those who are still talking at broad audiences. Technology allows us to do this. Our futures in marketing will increasingly be about a fusion of technology and creativity. These are exciting times and I feel that bates is in a very good place to ride this wave,” added Tim.

"The last decade has been revolutionary in the way the world has changed. People today are facing larger issues like severe economic fluctuations, rising terror threat and overall vulnerability. People across the world are challenging authorities and seeking a stake in the way they are governed. Marketing is thus talking to an audience that isn't just seeking hope through lipstick. Brands in this world need to provoke debates rather than dish out doctrines. They need to be fluid as people's lives are, rather than fixed to their own plans. By understanding the larger shifts in people's lives, our new positioning and thinking readies us to engage this world in new ways, to provoke new conversations with people,” added Dheeraj Sinha, Regional Planning Director.

The new logo features the bates typeface in contemporary Helvetica and three speech balloons (in original bates pumpkin, red and blue), replacing the former eye mnemonic. Said Sonal Dabral, Regional Executive Creative Director, “It's been an exciting journey for all of us developing the new identity for bates. A few words on the semiotics of the new logo. The cluster of speech blurbs above the name is symbolic of vibrant conversations and debates we will aim to provoke through our work. The overlapping blurbs are also a subliminal reminder of tag clouds, the language of now and the future. Lastly the vibrant colors represent the new bates – the younger, more nimble, exciting and sparkling bates, ready to create path breaking and engaging work for our clients.”

The new agency model is based on the troika of management, creative and planning leaders, supported by young and hungry digital natives. The agency is embracing technology across all disciplines to drive the strategies that will deliver new engagement ideas and provoke new conversations. In terms of solutions, a large part of the agency’s revenue currently comes from engagement (e.g., OOH, online, interactive, shopper marketing, activation, etc). bates will continue to strengthen these pockets of expertise by enriching its talent mix with technologists, shopper marketing planners and designers to deliver more sparkling engagement solutions.

It will also continue to bolster its Cluster operating model (Greater China, India and Southeast Asia) which provide the means to leverage pockets of category and discipline expertise across markets/offices.

“In some of our offices where the changengage™ model has been incubated, we have experienced tremendous response from clients. So we know that it interests clients, and is seen by them as truly relevant to their marketing needs and the way the world works today,” said Tim. 

About bates:
bates is a marketing communications network under the WPP Group. We’re located in 11 countries in Asia. We work with global and local brands including Accor, Café de Coral, Cheung Kong, Diageo, Disney, Fiat, Finnair, General Mills, HSBC, IDEA, Sampoerna Philip Morris, Shanghai General Motors, Singapore Polytechnic, Unilever and Virgin Mobile.

We are the changengage™ people. We are building a new agency model and geared towards an exciting future where creativity is fused with technology.

With a sharper ear to the ground, an understanding of inflection points, and fast action, change inspires us to create work that flips the kind of engagement that we do for brands and provokes new conversations with people.

Please contact: Desiree Lim Marketing Director desiree.lim@batesasia.com +852 2283 3510

Acrobat Document bates_pressrelease_changengage_oct11_guidc9f7d0466.pdf


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