They say an agency’s only real wealth is its ideas. So why is Bates141 sharing so much of their wealth online?
Visit changingasias.blogspot.com and find out. (Yes, "Asias".) Anchored on the proudly regional network’s positioning of “Changeology,” the blog’s posts include cultural musings and thought pieces from Bates offices around Asia. Recent topics include Asian economic numbers, the Tata Nano, Pinoy vocalist Arnel Pineda, and a 15-minute film created by Bates’ Cambodian office for a local orphanage. The blog gets about 1,000 views a day, indicating a small but dedicated readership.
“The intellectual capital is the changepoint opportunities that we bring to clients, based on the trends we spot,” says Freddie Covington, Change Agent and Executive Planning Director at Bates141. Meaning it’s not just picking trends, but molding them into something valuable for your client.
Adds Manila planner Dean Dee, “Now everyone in the agency goes to client armed to push for better work.”
Covington joined Bates 2-1/2 years ago, after stints at Ogilvy and Y&R. She is Chief Judge of the 2009 Singapore Effies, and has won Effies for work on Nokia and Heineken.
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