Bates 141 is an Asia-devoted marketing

Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 communications network and part of WPP Group

WPP Group

WPP plc is a global media communications services company with its main management office in London, United Kingdom and its executive office in Dublin, Ireland. It is the world's largest advertising group by revenues, and employs over 150,000 people in 2,400 offices in 107 countries...

. Headquartered in Hong Kong

Hong Kong

Hong Kong is one of two Special Administrative Regions of the People's Republic of China , the other being Macau. A city-state situated on China's south coast and enclosed by the Pearl River Delta and South China Sea, it is renowned for its expansive skyline and deep natural harbour...

, Bates 141 operates across 13 countries in Bangladesh

Bangladesh

Bangladesh , officially the People's Republic of Bangladesh is a sovereign state located in South Asia. It is bordered by India on all sides except for a small border with Burma to the far southeast and by the Bay of Bengal to the south...

, Cambodia

Cambodia

Cambodia , officially known as the Kingdom of Cambodia, is a country located in the southern portion of the Indochina Peninsula in Southeast Asia...

, China

China

Chinese civilization may refer to:* China for more general discussion of the country.* Chinese culture* Greater China, the transnational community of ethnic Chinese.* History of China* Sinosphere, the area historically affected by Chinese culture...

, India

India

India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...

, Indonesia

Indonesia

Indonesia , officially the Republic of Indonesia , is a country in Southeast Asia and Oceania. Indonesia is an archipelago comprising approximately 13,000 islands. It has 33 provinces with over 238 million people, and is the world's fourth most populous country. Indonesia is a republic, with an...

, Hong Kong

Hong Kong

Hong Kong is one of two Special Administrative Regions of the People's Republic of China , the other being Macau. A city-state situated on China's south coast and enclosed by the Pearl River Delta and South China Sea, it is renowned for its expansive skyline and deep natural harbour...

, Japan

Japan

Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...

, Korea

Korea

Korea ) is an East Asian geographic region that is currently divided into two separate sovereign states — North Korea and South Korea. Located on the Korean Peninsula, Korea is bordered by the People's Republic of China to the northwest, Russia to the northeast, and is separated from Japan to the...

, Malaysia, Philippines

Philippines

The Philippines , officially known as the Republic of the Philippines , is a country in Southeast Asia in the western Pacific Ocean. To its north across the Luzon Strait lies Taiwan. West across the South China Sea sits Vietnam...

, Singapore

Singapore

Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...

, Sri Lanka

Sri Lanka

Sri Lanka, officially the Democratic Socialist Republic of Sri Lanka is a country off the southern coast of the Indian subcontinent. Known until 1972 as Ceylon , Sri Lanka is an island surrounded by the Indian Ocean, the Gulf of Mannar and the Palk Strait, and lies in the vicinity of India and the...

, Taiwan

Taiwan

Taiwan , also known, especially in the past, as Formosa , is the largest island of the same-named island group of East Asia in the western Pacific Ocean and located off the southeastern coast of mainland China. The island forms over 99% of the current territory of the Republic of China following...

 and Vietnam

Vietnam

Vietnam – sometimes spelled Viet Nam , officially the Socialist Republic of Vietnam – is the easternmost country on the Indochina Peninsula in Southeast Asia. It is bordered by China to the north, Laos to the northwest, Cambodia to the southwest, and the South China Sea –...

.

Its clients include Abbott

Abbott Laboratories

Abbott Laboratories is an American-based global, diversified pharmaceuticals and health care products company. It has 90,000 employees and operates in over 130 countries. The company headquarters are in Abbott Park, North Chicago, Illinois. The company was founded by Chicago physician, Dr....

, AIG

AIG

AIG is American International Group, a major American insurance corporation.AIG may also refer to:* And-inverter graph, a concept in computer theory* Answers in Genesis, a creationist organization in the U.S.* Arta Industrial Group in Iran...

, Arla

Arla

Arla can refer to*Arla Aabba *Arla *Arla Foods*Arla, Greece*Association of Residential Letting Agents *Arla Plast...

, Bank of Communications

Bank of Communications

Bank of Communications Limited , founded in 1908, is one of the largest banks in China.-Before 1949:The Bank of Communications was founded in 1908 and emerged as one of the first few major national and note-issuing banks in the early days of the Republic of China...

, Bayer

Bayer

Bayer AG is a chemical and pharmaceutical company founded in Barmen , Germany in 1863. It is headquartered in Leverkusen, North Rhine-Westphalia, Germany and well known for its original brand of aspirin.-History:...

, Cheung Kong, Dabur

Dabur

Dabur derived from Daktar Burman) is India's largest Ayurvedic medicine manufacturer. Dabur's Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis.-Sustainable Development Society:Sustainable Development...

, E-Trade, Google

Google

Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program...

, Fiat

Fiat

FIAT, an acronym for Fabbrica Italiana Automobili Torino , is an Italian automobile manufacturer, engine manufacturer, financial, and industrial group based in Turin in the Italian region of Piedmont. Fiat was founded in 1899 by a group of investors including Giovanni Agnelli...

, F&N, Heineken

Heineken

Heineken is a Dutch beer which has been brewed by Heineken International since 1873. It is available in a 4.6% alcohol variety in countries such as Ireland. It is the flagship product of the Heineken company and is made of purified water, malted barley, hops, and yeast. In 1886 H...

, HSBC

HSBC

HSBC Holdings plc is a global banking and financial services company headquartered in Canary Wharf, London, United Kingdom. it is the world's second-largest banking and financial services group and second-largest public company according to a composite measure by Forbes magazine...

, Huawei

Huawei

Huawei is a Chinese multinational networking and telecommunications equipment and services company headquartered in Shenzhen, Guangdong, China...

, IKEA

IKEA

IKEA is a privately held, international home products company that designs and sells ready-to-assemble furniture such as beds and desks, appliances and home accessories. The company is the world's largest furniture retailer...

, Jollibee

Jollibee

Jollibee Foods Corporation is the parent company of Jollibee, a fast-food restaurant chain based in the Philippines. Among JFC's popular brands are Jollibee, Chowking, Greenwich, Red Ribbon, Caffe Ti-amo, Mang Inasal and Burger King...

, Mead Johnson

Mead Johnson

Mead Johnson & Company is a company which was majority owned by Bristol-Myers Squibb after an acquisition in 1967, but was spun off in 2009 as an independent firm. Mead Johnson is a major manufacturer of infant formula both domestically and globally with its flagship product Enfamil...

, Mengniu

Mengniu

China Mengniu Dairy Company Limited is a manufacturing and distribution company of dairy products and ice cream in the People's Republic of China...

, Merck

Merck & Co.

Merck & Co., Inc. , also known as Merck Sharp & Dohme or MSD outside the United States and Canada, is one of the largest pharmaceutical companies in the world. The Merck headquarters is located in Whitehouse Station, New Jersey, an unincorporated area in Readington Township...

, Pizza Hut

Pizza Hut

Pizza Hut is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including pasta, buffalo wings, breadsticks, and garlic bread....

, Proton

Proton

The proton is a subatomic particle with the symbol or and a positive electric charge of 1 elementary charge. One or more protons are present in the nucleus of each atom, along with neutrons. The number of protons in each atom is its atomic number....

, Remy Martin

Rémy Martin

Rémy Martin is a brand selling cognac , specialist of the Cognac Fine Champagne originally produced by Rémy Martin, a French winemaker, who founded the company in 1724...

, Shanghai General Motors

General Motors

General Motors Company , commonly known as GM, formerly incorporated as General Motors Corporation, is an American multinational automotive corporation headquartered in Detroit, Michigan and the world's second-largest automaker in 2010...

, Shell

Royal Dutch Shell

Royal Dutch Shell plc , commonly known as Shell, is a global oil and gas company headquartered in The Hague, Netherlands and with its registered office in London, United Kingdom. It is the fifth-largest company in the world according to a composite measure by Forbes magazine and one of the six...

, Singapore Tourism Board

Singapore Tourism Board

The Singapore Tourism Board is a statutory board under the Ministry of Trade and Industry of Singapore, tasked to promote the country's tourism industry.-History:...

, SINA

Sina

Sina is a Persian name. "Sina" comes from a Hebrew word meaning: "explorer of knowledge". It is a popular male name in Iran, largely due to Avicenna...

, Sony

Sony

, commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues....

, Unilever

Unilever

Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....

 and Virgin Mobile

Virgin Mobile

Virgin Mobile is a brand used by many mobile phone service providers across the globe; its headquarters are based in the United Kingdom. Virgin Mobile has local operations in Australia, Canada, France, India, South Africa, Greece, United Kingdom and the United States. It briefly also had operations...

.

Bates 141’s integrated offering helps clients play throughout the funnel, from creating awareness, to lead generation, through to sales and preference.

Brand

The agency logo was refreshed in 2008 and represents Bates and 141 fully integrated as one company with one vision and an integration of their offering.

The visual identity comprises repeating ‘eyes’ with one set facing the other direction, expressing Bates 141’s Change vision of ‘Change happens when you look at things differently’.

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

History

The Bates brand was born in 1940, when Ted Bates

Ted Bates (executive)

Theodore Lewis "Ted" Bates was an American advertising executive who founded a worldwide advertising agency that bears his name: Ted Bates Inc...-Biography:...

 opened his first office, Ted Bates Inc., in New York

New York

New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...

. Ted eventually built his company into the world’s fourth largest agency group and expanded his business for 26 years without losing a single client.

Ted Bates’ empire launched in Asia in the early 1960s after acquiring a stake in Cathay Advertising from George Patterson

George Patterson (advertiser)

George Herbert Patterson was a pioneer Australian advertising executive who established an agency group that dominated the Australian advertising industry throughout much of the 20th century. His eponymous agency was the largest in the country from the 1930s until the 1980s...

, an Australian advertising executive. Cathay Advertising was an agency founded in 1946 to service the advertising needs of the Cathay Group in Hong Kong

Hong Kong

Hong Kong is one of two Special Administrative Regions of the People's Republic of China , the other being Macau. A city-state situated on China's south coast and enclosed by the Pearl River Delta and South China Sea, it is renowned for its expansive skyline and deep natural harbour...

 and Singapore

Singapore

Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...

. It was used by Bates as a vehicle to drive expansion in the region so that by the late 1960s Ted Bates Inc. was already operating in Manila

Manila

Manila is the capital of the Philippines. It is one of the sixteen cities forming Metro Manila.Manila is located on the eastern shores of Manila Bay and is bordered by Navotas and Caloocan to the north, Quezon City to the northeast, San Juan and Mandaluyong to the east, Makati on the southeast,...

, Bangkok

Bangkok

Bangkok is the capital and largest urban area city in Thailand. It is known in Thai as Krung Thep Maha Nakhon or simply Krung Thep , meaning "city of angels." The full name of Bangkok is Krung Thep Mahanakhon Amon Rattanakosin Mahintharayutthaya Mahadilok Phop Noppharat Ratchathani Burirom...

, Kuala Lumpur

Kuala Lumpur

Kuala Lumpur is the capital and the second largest city in Malaysia by population. The city proper, making up an area of , has a population of 1.4 million as of 2010. Greater Kuala Lumpur, also known as the Klang Valley, is an urban agglomeration of 7.2 million...

, Singapore

Singapore

Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...

 and Hong Kong

Hong Kong

Hong Kong is one of two Special Administrative Regions of the People's Republic of China , the other being Macau. A city-state situated on China's south coast and enclosed by the Pearl River Delta and South China Sea, it is renowned for its expansive skyline and deep natural harbour...

.

Campaigns

Bates 141 create local, regional and international campaigns. The work can be viewed on the agency Youtube channel :

Professional leadership

Bates 141 publishes regular professional publications:

• Bates 141 A-Z Dictionary of Change :Award winning, taking the Grand Prix at WPP's global Atticus awards. Bates 141 published its first “A-Z Dictionary of Change” in English and Chinese in 2008 and the next in 2010. The “Dictionary of Change” presents words and concepts that capture shifts in the marketplace. . The publication won the Grand Prix at WPP's global Atticus awards.

• ChangeBites, monthly short reports on topical subjects with a view to understanding how they are changing the way people think, live and shop, and examine the implications for brands. Recent ones include: "Ten Changes for 2010: A View from the Streets of Asia" , "Ten Changes in China’s Youth”. They also publish Category ChangeBites for Auto, Banking, Telcos

Changing Asia, the company blog.

They have also published Building Youth Brands in a Youthful Country”, "Chinese Women in Lower Tier Cities", “Lower Tier City China: The Rise of the New Change Migrants”, and "Top 20 Market Changes" for China, India, Indochina, Indonesia, Malaysia, Philippines, and Singapore

Public service

• ChangeRally is a Bates 141 activation tool that creates positive change by rallying stakeholders around a cause.

The agency's CSR efforts include: China Hong Qi School, Cambodia Sunrise Film Project,

• Hong Qi school, Sichuan, China: In 2009, Bates 141 (together with WPP and Oglvy China) opened a new school in the heart of Sichuan, replacing the old that was devastated by the 2008 earthquake.

• Sunrise Film project, Cambodia: An initiative to offer children living at the Sunrise Orphanage in Cambodia a chance to learn new and creative skills, help them aspire to career choices, while facilitating the healing through creative expression and connecting with others outside their realm of experience. :This was achieved through the production of a short film, based on stories written by the orphans at the home, with full involvement of the children at every stage from conception to post and beyond. The film won for best soundtrack at the Bondi Shorts.

• Brave Kids Philippines: a non-profit volunteer group set up to help the families of cancer-stricken children by providing communications for the group.

• World Vision
  World Vision
  World Vision, founded in the USA in 1950, is an evangelical relief and development organization whose stated goal is "to follow our Lord and Saviour Jesus Christ in working with the poor and oppressed to promote human transformation, seek justice and bear witness to the good news of the Kingdom of...
  
  , Cambodia: In 2007, Bates 141 developed an anti-child sex tourism campaign for World Vision in Cambodia.

• Campaign Against Domestic Abuse in Cambodia:The German Development Cooperation in cooperation with the Women’s Affairs Ministry worked with Bates 141 Cambodia on the development of two television commercials that addressed the issue of Domestic Abuse in Cambodia.

• National Council Against Drug Abuse, Singapore": Bates 141 Singapore engaged prominent local street artists to deliver an anti-drug message.

• Philippines Tulakabataan project,

• Philippines “Formula Juan – The race for cleaner air”

Notable events

2000:

• Bates launched Buick
  Buick
  Buick is a premium brand of General Motors . Buick models are sold in the United States, Canada, Mexico, China, Taiwan, and Israel, with China being its largest market. Buick holds the distinction as the oldest active American make...
  
   in China and Shanghai General Motors
  General Motors
  General Motors Company , commonly known as GM, formerly incorporated as General Motors Corporation, is an American multinational automotive corporation headquartered in Detroit, Michigan and the world's second-largest automaker in 2010...
  
   sold more automobiles than any other brand nationwide. At the same time, Bates 141 is recognized as the Best Automobile Creative Agency Award in China.

2003: BatesAsia 141 is born

• WPP buys Bates Worldwide and immediately merges Bates Worldwide offices into its other advertising groups.
• However, the management team of Bates and 141 in Asia recognised the strong reputation of the agency brand across the region and fought to keep the company alive.
• WPP agrees and BatesAsia 141 is born. WPP CEO Sir Martin Sorrell says, “the continued growth of BatesAsia is vital to WPP’s strategy in Asia Pacific. BatesAsia is the largest and most focused Asia-only network. They aim to be as responsive as possible and are truly focused on the needs of business in one of the world’s strongest growing regions – both for local and global companies.”

2006:

• For three consecutive years, 141 becomes the most awarded activation unit at the PMAAs. In 2006, 141 wins a total of 11 Golds.
• BatesAsia acquires West China’s largest agency in Chengdu. Bates Apex is the only agency in China to win an EFFIE
  EFFIE
  The Effie Awards are marketing communications awards given yearly by Effie Worldwide, Inc., a non-profit organization, to honor the most effective marketing communications ideas: ideas that work...
  
   Gold twice, and Silver and Bronze several times.
• BatesAsia acquires the second biggest activation unit in India – 141 Sercon.
• Digby Richards joins BatesAsia as Chief Operating Officer, partnering then-President Jeffrey Yu.

2007:

• BatesAsia wins AIG
  AIG
  AIG is American International Group, a major American insurance corporation.AIG may also refer to:* And-inverter graph, a concept in computer theory* Answers in Genesis, a creationist organization in the U.S.* Arta Industrial Group in Iran...
  
  , Virgin Mobile
  Virgin Mobile
  Virgin Mobile is a brand used by many mobile phone service providers across the globe; its headquarters are based in the United Kingdom. Virgin Mobile has local operations in Australia, Canada, France, India, South Africa, Greece, United Kingdom and the United States. It briefly also had operations...
  
   and Fiat
  Fiat
  FIAT, an acronym for Fabbrica Italiana Automobili Torino , is an Italian automobile manufacturer, engine manufacturer, financial, and industrial group based in Turin in the Italian region of Piedmont. Fiat was founded in 1899 by a group of investors including Giovanni Agnelli...
  
  .
• BatesAsia acquires Bates MeThinks – China’s top integrated activation agency with the most comprehensive offering and an extensive network in more than 40 cities.
• From 2002 to 2007, BatesAsia worked with Nokia
  Nokia
  Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki...
  
   as they became the number one phone brand in China.
• “Changeology” becomes Bates 141 proprietary strategic planning approach.
• BatesAsia launches IDEAS training program to its employees. IDEAS is a thinking framework on how to help all employees spot, understand and harness change in their region.
• BatesAsia launches the Young Change Agents program. YCA is a career development and progression program to recognize its young rising stars and to develop them into future leaders.

2008:

• BatesAsia 141 re-brands as Bates 141 with a new logo and “eyes” as its visual ID.
• Bates 141 announces the acquisition of Bates EVision, a renowned digital agencies in China.

• Bates 141 announces the acquisition of Singapore-based 10AM – one of the most creatively lauded Agencies in Asia.
• Bates 141’s Executive Creative Director, Sonal Dabral, is a judge at 2008 Cannes Film jury.
• Bates 141 collaborates with New York based trends and innovation company PSFK to host its conference series in Singapore.
• Bates 141 Taiwan is the most awarded agency at the China Times Chinese Advertising Awards and the second most awarded at the China Times Awards.
• Bates 141 wins one Gold and one Silver at the Asia Digital Media awards for Sun Microsystems
  Sun Microsystems
  Sun Microsystems, Inc. was a company that sold :computers, computer components, :computer software, and :information technology services. Sun was founded on February 24, 1982...
  
   Netbeans Quiz and Anti-drugs campaigns.
• Bates 141 Indonesia wins a Gold at Indonesia’s award show Citra for its Ramadan campaign for Sampoerna.

• Bates 141 wins Arla
  Arla
  Arla can refer to*Arla Aabba *Arla *Arla Foods*Arla, Greece*Association of Residential Letting Agents *Arla Plast...
  
  , , Google
  Google
  Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program...
  
   and Jollibee
  Jollibee
  Jollibee Foods Corporation is the parent company of Jollibee, a fast-food restaurant chain based in the Philippines. Among JFC's popular brands are Jollibee, Chowking, Greenwich, Red Ribbon, Caffe Ti-amo, Mang Inasal and Burger King...
  
   in Vietnam.
• Bates 141 India becomes a Finalist at the World Effie Festival for its Uncommon Sense Marico
  Marico
  Marico is a leading Indian group providing consumer products and services in the areas of Health and Beauty based in Mumbai.During 2009-10, the company generated a Turnover of about Rs.26.6 billion , in respect of its food, hair care and skin care related activities...
  
   campaign.
• Bates 141 India wins silver Effie for Virgin Mobile Think Hatke
• Bates 141 Singapore wins three Effies - two silver awards for National Council Against Drugs and Nokia N95 and one bronze for Nokia You Make it Reel.
• Bates 141 wins a Gold at the 23rd Marketing Agencies Association international Globe awards for Heineken Rugby World Cup.
• Bates 141 wins Merck (Neurobion and Sangobion) in Indonesia.
• Bates 141 wins Johnson & Johnson
  Johnson & Johnson
  Johnson & Johnson is an American multinational pharmaceutical, medical devices and consumer packaged goods manufacturer founded in 1886. Its common stock is a component of the Dow Jones Industrial Average and the company is listed among the Fortune 500....
  
  Xian Jannsen in China.