MUMBAI: WPP‘s marketing communications network, bates, has unveiled a new corporate identity with changengage as the philosophy for the new agency model.

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.

bates regional executive creative director and India chairman Sonal Dabral explained that the cluster of speech blurbs above the name is symbolic of vibrant conversations and debates that agency aims to provoke through their work. The overlapping blurbs are also a subliminal reminder of tag clouds, the language of now and the future.Lastly the vibrant colours represent the new bates – the younger, more nimble, exciting and sparkling bates, ready to create path breaking and engaging work for clients. 
 
The new agency model is based on the troika of anagement, creative and planning leaders, supported by young and hungry digital natives. The agency said that its embracing technology across all disciplines to drive the strategies that will deliver new engagement ideas and provoke new conversations.

“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,” said bates regional planning director Dheeraj Sinha.

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 says that it 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 and offices.