Bates has embarked on an ambitious new journey to become the ‘changengage’ people. Changengage is the philosophy for the new Bates agency model. Together with this vision, the agency has also unveiled its new corporate identity. Changengage underscores a sea of change in the way the agency is structured to deliver better solutions to clients and is a complete mindset and behavioral change.
Dheeraj Sinha, Regional Planning Director, Bates, explained, “The last decade has been revolutionary in the way the world has changed. People today are facing larger issues like severe economic fluctuations, rising terror threat and overall vulnerability. People across the world are challenging authorities and seeking a stake in the way they are governed. Marketing is thus talking to an audience that isn’t just seeking hope through lipstick. Brands in this world need to provoke debates rather than dish out doctrines. They need to be fluid as people’s lives are, rather than fixed to their own plans. 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.”
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.
Elaborating on the new logo, Sonal Dabral, Regional Executive Creative Director and India Chairman, Bates, said, “It’s been an exciting journey for all of us developing the new identity for Bates. A few words on the semiotics of the new logo: The cluster of speech blurbs above the name is symbolic of vibrant conversations and debates we will aim to provoke through our 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 our clients.”
The new agency model is based on the troika of management, creative and planning leaders, supported by digital natives. The agency is embracing technology across all disciplines to drive the strategies that will deliver new engagement ideas and provoke new conversations.
“In today’s world, brands that have conversations with their audiences are far more coveted than brands that broadcast to them. We have always stood for understanding the tectonic changes that are happening in culture, category and consumer, and translating it into our work. Our new philosophy of being the changengage people best represents a lot of the work that we have done in the past and desire to do so for our clients and brands going forward,” added Sandeep Pathak, Group CEO, Bates India.
In terms of solutions, a large part of the agency’s revenue currently comes from engagement (for example, OOH, online, interactive, shopper marketing, activation, etc.). Bates 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/ offices.