Instead, despite losing out on the global networking business to WPP agency JWT, Bates is hoping to hang on to the substantial below-the-line and activation components of the account.
The end of Bates’ 14-year above-the-line relationship with Nokia is expected to affect, in particular, the agency’s offices in Beijing and Singapore. “There will be movement of people to other agencies within WPP,” said Richards. “It’s a bit of a hit, but it’s not a massive shock.”
Richards also dismissed the claim that Bates would lose a quarter of its revenue because of the Nokia decision. “It will be far less,” he said, declining to quote specific figures.
According to sources, over half of Bates’ Singapore office currently works on Nokia, although this includes the below-the-line and activation business. Meanwhile, at JWT, new Nokia global account director Deborah Huret has welcomed the prospect of attracting Bates executives to continue working on the brief. “There are a lot of talented people at Bates,” said Huret. “If they want to keep working, we’d be open to that.”
While Huret declined to comment on the value of JWT’s win, it is believed that the new business will account for approximately US$20 million in new global revenue. In this region, Huret confirmed that business will be hubbed out of Singapore, and will also incorporate a “significant” team in India.
