With the mergers in place, now Bates 141 is concentrating its energies on moving ahead. The agency has shifted to new premises in Bangalore and in keeping with its philosophy, which positions Bates 141 as an ‘agency that propagates change and ideas’, the new office exudes this philosophy in its design. The agency has been redoing its offices across India on these lines that involve doing away with cubicles and adopting an open design that encourages people to freely exchange ideas.
Subhash Kamath, Group CEO, Bates 141, who, along with Digby Richards, CEO, Bates 141, was in Bangalore, spoke about the new design of Bates office. Kamath said, “We believe that a person spends almost 70-80 per cent of his waking hour in office and the office design should be such which helps in free exchange of ideas and in stimulating and generating such ideas. Peering eyes become a ubiquitous feature of our office or our business cards, which signify that we see things differently.”
Richards emphasised on ‘Ideas’, which he said was Bates 141’s differentiating tool from other agency. He said, “I believe that ‘Ideas’ is the change agent that will make a difference in all our offerings. It is something which we have been working on for a while, and the changes one will see is not overnight. A strong idea is the single source that we have encouraged our people to adopt in their thinking, which can be further taken into various channels and executed.”
The Bangalore office also has created a separate floor for its Dell business, which is called ‘Enfatico’ and a separate team has been put in place to service the business. Ashok Vidyasagar, Senior VP, Bates 141, who looks after the operations in Bangalore, is upbeat about the agency’s future and talks about “good times ahead”. The agency has also roped in Niharika Ghosh, who will be heading the creative here.