Report by David Mayo (left, top)
Chief executive officer, Asia and
Johnny Hornby (left, below)
Chief executive officer
Bates CHI&Partners launched in February 2013 across 14 offices in nine markets in Asia, following the joint venture between Bates Asia and CHI&Partners, the highly-respected UK agency, to create a nimbler, faster agency in Asia with a creative corridor from Shanghai to New York.
Our business focus in 2013 was simply on creativity and business development. Using our business model of collaborating more and competing less, we promise Big Ideas for Ambitious Brands™ by assembling talent from the open market for specific client briefs, giving a bespoke approach to creative ideas and a network to deliver.
From a new business perspective we started strongly, winning new multi-market relationships with ASUS, IHG, Diageo and Eva Air among others. We went on to produce some of our best work for these clients, which ran in over 90 countries around the world, establishing some strong creative credentials in the process.
We also had a strong new business performance at market level as our 14 offices leveraged our new positioning. In fact, it was our strongest new business year for 15 years.
As we rolled out the JV we took aggressive steps to increase our profile and reputation at all the major industry events as well as collaborations with sister companies The Futures Company and Ogilvy & Mather, and affiliate Global Counsel.
We installed fresh leadership in Shanghai, Singapore, The Philippines and Hong Kong and we launched a social and digital practice, hubbed in Singapore.
We also had a strong new business performance at market level as our 14 offices leveraged our new positioning. In fact, it was our strongest new business year for 15 years
In 2013, we set out to achieve quality creative campaigns, more satisfied clients and a stronger new business performance. In 2014, we aim to grow our business further through global client development, regional client growth and by continuing our focus on creativity through collaboration.
Chapter 6 of 13