WPP agencies Bates Asia and CHI form JV

MUMBAI: Bates Asia and CHI & Partners, both WPP group’s integrated media agencies, have formed a 50:50 joint venture company Bates CHI & Partners. The joint venture will function as a ‘new model’ network with deep roots in Asia and world-class creative credentials.

The new network will have 16 offices across the globe with one each in London and New York and 14 in Asian countries. It will create a strong offering for clients wanting to marry world-class creativity and strategic skills with deep local insights.

Johnny Hornby will lead the joint venture globally while David Mayo will run operations in Asia in his role as Bates CHI & Partners CEO. The company’s name Bates CHI & Partners will be used in Asia while the London and New York offices will retain CHI & Partners. Ogilvy & Mather Asia Pacific planning director Mark Sinnock will join the agency as chief strategy officer for Asia.

WPP owns 100 per cent of Bates Asia and 49.9 per cent of CHI & Partners.

Bates CHI will give western clients direct access to strong market capabilities across Asia’s fastest growing economies while at the same time, Asian brands wishing to break into Europe and USA will benefit from local knowledge, world-class creativity and a dedicated agency network.

CHI & Partners founding partner Johnny Hornby said, “The joint venture brings together Bates, the agency that invented the Unique Selling Proposition back in the 1940s, with CHI, the creators of ‘the big idea’, its modern equivalent. This new model network will use our big ideas process to put together bespoke multi-disciplined teams from a variety of disciplines and geographies. It will be a nimbler, faster, more modern alternative to the big networks.”

Bates CEO David Mayo said, "It’s a compelling proposition. Clients all over the world - just like the consumers they serve - are increasingly leaning towards more bespoke solutions developed from a wider menu of talent and skills which by definition don‘t all live in the same place anymore. At the same time they demand geographical spread in order to reach multiple, connected audiences. The new Bates CHI & Partners forms a global network with access to some of the best tools and skills available anywhere.”

Bates was acquired by WPP in 2003 and later merged with the agency 141 to form Bates 141. Last year though, it was rebranded to drop the 141 from its name. Bates Asia’s global clients include Unilever, Indonesia and Diageo, while CHI & Partners handles Lexus and Samsung globally.

Latest Reads
Havas Group India appoints Priyanka Mehra as director marketing and communications

Havas Group India has appointed Priyanka Mehra as director marketing and communications. The appointment is in line with unifying communications across all disciplines under the Havas Group umbrella. Her remit includes working with the senior leadership in India and the regional communications team...

MAM Media and Advertising People
Avvatar sports nutrition urges people to take up a habit instead of a resolution in their new-year digital campaign #aadatbanalo

New year approaches and everyone starts making resolutions. And not surprisingly, most of those resolutions are about getting fit, losing weight and getting in shape.

MAM Marketing MAM
Worldwide Media’s marquee digital property filmfare short film awards announces the 3rd edition

Filmfare, the most credible name in the Indian entertainment industry is back with the 3rd edition of the prestigious Filmfare Short Film Awards 2019. The platform is inviting entries till 31st January.

MAM Marketing MAM
Qatar Airways launches Hollywood-style campaign 'A World Like Never Before'

Qatar Airways started the new year with the launch of the airline’s biggest and most cinematic brand campaign to date, ‘A World Like Never Before’. Conceived and created by 180 Kingsday – Qatar Airways’ agency on record – and produced by London production company, Ridley Scott Associates Films, the...

MAM Marketing MAM
Niine launches period tracker app in Hindi, English

Made-in-India sanitary napkin brand Niine has launched, in collaboration with Federation of Obstetric and Gynaecological Societies of India (FOGSI), a period tracker app. The app has been developed in consultation with medical professionals and is said to be the first to be developed by a sanitary...

MAM Marketing Brands
Ipsos Study 74% Indians are content with their current body weight

According to a new study by Ipsos that explores world’s food habits, insights about Indians are particularly interesting as they bust myths about food habits of Indians

MAM Marketing MAM
91% Indians to spend more on e-com sites in 2019

Factors like growing traffic congestion across the cities are prompting more and more people to shop online reveals the business and brands predictions report 2019.

MAM Marketing Brands
Celebrating the self, Blenders Pride Fashion Tour 2018-19 arrives in Mumbai

The 14th edition of the Blenders Pride Fashion Tour celebrated the self and the individual through its extraordinary new concept-‘Pride’, in Mumbai.

MAM Marketing Brands
MS Dhoni turns world upside-down in Orient Electric's new ad for Aeroslim fan

Orient Electric, part of the USD 1.8 billion CK Birla group, launched an integrated advertising campaign to promote Aeroslim, “India’s first smart ceiling fan”. Aeroslim fan is IoT-enabled and can be controlled via Orient Smart mobile app or by using voice commands via Alexa or Google Assistant. It...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories