According to several sources at WPP agencies, the holding company is actively assessing various scenarios, following the agency's loss of key accounts from Singapore Tourism Board and StarHub this year.
"It frees the company up to look at options that it hasn't been able to historically," said a source regarding the sale of Ian Batey's remaining shareholding in the agency to WPP.
"It frees the company up to look at options that it hasn't been able to historically," said a source regarding the sale of Ian Batey's remaining shareholding in the agency to WPP.
Added another source: "WPP are looking to see what is the best way for the network moving forward. I'm not sure how Red Cell has worked because it's not really a network and I think Batey would benefit from some kind of infrastructure."
WPP named Batey as part of its 'homegrown' global Red Cell network in 2001, three years after acquiring a 38 per cent stake in the agency. The relationship was further formalised last year.
Batey retains three large accounts in Asia, including Singapore Airlines and Daimler Chrysler. The third, OCBC Bank, is currently under review with Batey up against a line-up that includes Grey Global Group, Leo Burnett and Euro RSCG.
