bates to “Changengage” with new name

ASIA-PACIFIC – OCTOBER 11, 2011: Asian marketing communications network Bates 141 has dropped the numbers and opted for a shorter name with a stronger sense of purpose. Now known simply as bates, the WPP agency has launched a new philosophy that underscores the importance of conversations and relationships through a model aptly dubbed “changengage”.
   

The new model pushes the agency to embrace technology across all disciplines, making it more adaptable to client-specific needs and requirements. It will also work double time on driving strategies that will deliver new engagement ideas and provoke new conversations. 

In the Philippines, bates follows the regional directive by going beyond traditional advertising and its limitations – all as it makes sure to erase the line that often differentiates above- and below-the-line strategies from each other. “There’s no such thing as ATL and BTL anymore, what we now offer are just communications solutions – plain and simple!” explains Mitos Borromeo, Chief Strategy and New Business Consultant for bates in Manila.

Borromeo also revealed that the decision to formally drop "141" is in line with the agency’s more integrated approach. Afterall, 141 is an activation agency, a specialized category that has now been folded into bates’ redefined approach in creating unified communications solutions.

Having been tested and perfected in Singapore since January this year, the new “changengage” ethos will guide the agency in scaling the quickly-evolving communications landscape around the globe. The initial run proved successful for bates and its its Singapore office, having won the agency at least nine new accounts since they introduced the philosophy to prospective clients. Even the bolder take on campaigns and ads has given the agency more reasons to be proud of the “big enough to dare, small enough to care” mantra as regional creatives.

“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,” says Tim Isaac, Asia Pacific Regional Chair of bates. “The role of marketing has changed from creating communications, to creating communities, because brands that engage communities far outperform those who are still speaking to a wider audience,” he quotes from a book.

“Changengage” will also be the agency’s benchmark in engaging customers by inspiring them to talk about campaigns that have been tactically ingrained in their daily lives. The challenge now lies in making bates the best storytellers, the kind that can activate people into sharing the branding stories their campaigns will tell. “Brands need to provoke debates rather than dish out doctrines. By understanding the larger shifts in people’s lives, our new positioning and thinking prepare us to engage this world in new ways, to start new conversations with people,” says Dheeraj Sinha, bates Regional planning director.

In line with these developments, the agency will continue to build on its engagement offering. It will start by beefing up offers for out-of-home and shopper marketing and activation, in hopes of embracing technology on all platforms. bates also promises to show a more aggressive side in utilizing new media, with the rise of digital advertising in Asian markets.

Whether it’s identifying “change points” or zeroing in on what exactly is going on in the consumers’ heads, “Changengage” promises to raise audiences from being mere spectators to active participants.  “We need to factor in the lives people lead in our campaigns. That’s why it needs to be fluid,” shares Sonal Dabral, Regional ECD of bates. With this, he also promised that bates will transform into something bold and provocative, sexy and sparkling – thanks to the younger, more nimble team and that will carry out the “Changengage” philosophy.