Batey to keep name as Red Cell expands
<p>SINGAPORE: Batey Ads will retain its name in Asia even though the
</p><p>group has been incorporated in WPP's fourth agency network Red Cell,
</p><p>which has appointed an Asia-Pacific chief operating officer, Jorg
</p><p>Dietzel.
</p><p><BR><BR>
</p><p>In a separate development, the Batey Group has promoted two of its most
</p><p>senior executives to run its Singapore agency. Nick Marrett, currently
</p><p>chief operating officer, and Robert Kay, brand communications director,
</p><p>have been named joint chief executive officers and will share
</p><p>responsibility for improving creative standards, agency profitability
</p><p>and the office's long-term growth.
</p><p><BR><BR>
</p><p>Dietzel's key responsibility will be to build the Red Cell brand and
</p><p>spearhead regional expansion, chiefly into north Asia through
</p><p>acquisitions.
</p><p><BR><BR>
</p><p>Red Cell expects to have its first office in Shanghai.
</p><p><BR><BR>
</p><p>"We have two European clients who want to move into China," said
</p><p>Dietzel.
</p><p><BR><BR>
</p><p>"Chances are we're going to acquire an existing agency because we want
</p><p>to be a network that has global reach but local knowledge."
</p><p><BR><BR>
</p><p>He said the new agency is likely to be branded as Red Cell rather than
</p><p>Batey. "It's an interesting challenge dealing with two brands - Red Cell
</p><p>and Batey. We have to tread very carefully because we don't want to lose
</p><p>the equity in the Batey brand but we have to find ways to build up a new
</p><p>network in the region."
</p><p><BR><BR>
</p><p>The global network is an amalgam of the Batey Group in Asia, Conquest in
</p><p>Europe, US agency Cole & Weber and UK agency Perspectives. "Batey and
</p><p>Conquest joined Red Cell to gain global capabilities because previously
</p><p>they only had regional offers," said Dietzel, who reports to Rod Pullen,
</p><p>Batey Group CEO.
</p><p><BR><BR>
</p><p>Dietzel, who was managing director of DDB's Berlin and Beijing offices,
</p><p>said his latest position was the result of a chance encounter with
</p><p>Pullen.
</p><p><BR><BR>
</p><p>"When DDB moved me from Beijing to Germany, I went but I wasn't too
</p><p>happy about leaving China after about 15 months," he said.
</p><p><BR><BR>
</p><p>On the Batey front, Kay -- who is also brand communications director -
</p><p>will continue to lead the Singapore Airlines and SilkAir accounts, but
</p><p>is now responsible for agency administration, human resources,
</p><p>information technology and new business development. Marrett, who
</p><p>remains chief operating officer and leader on the StarHub account, will
</p><p>now oversee the other brand teams as well as agency production and
</p><p>strategy planning. Batey didn't previously have a CEO role; the job was
</p><p>previously filled by MD, Addison James, who left in early 2001 to head
</p><p>Lowe Lintas & Partners Singapore.
</p><p><BR><BR>
</p>
by
|
08/03/2001
SINGAPORE: Batey Ads will retain its name in Asia even though the
group has been incorporated in WPP's fourth agency network Red Cell,
which has appointed an Asia-Pacific chief operating officer, Jorg
Dietzel.
In a separate development, the Batey Group has promoted two of its most
senior executives to run its Singapore agency. Nick Marrett, currently
chief operating officer, and Robert Kay, brand communications director,
have been named joint chief executive officers and will share
responsibility for improving creative standards, agency profitability
and the office's long-term growth.
Dietzel's key responsibility will be to build the Red Cell brand and
spearhead regional expansion, chiefly into north Asia through
acquisitions.
Red Cell expects to have its first office in Shanghai.
"We have two European clients who want to move into China," said
Dietzel.
"Chances are we're going to acquire an existing agency because we want
to be a network that has global reach but local knowledge."
He said the new agency is likely to be branded as Red Cell rather than
Batey. "It's an interesting challenge dealing with two brands - Red Cell
and Batey. We have to tread very carefully because we don't want to lose
the equity in the Batey brand but we have to find ways to build up a new
network in the region."
The global network is an amalgam of the Batey Group in Asia, Conquest in
Europe, US agency Cole & Weber and UK agency Perspectives. "Batey and
Conquest joined Red Cell to gain global capabilities because previously
they only had regional offers," said Dietzel, who reports to Rod Pullen,
Batey Group CEO.
Dietzel, who was managing director of DDB's Berlin and Beijing offices,
said his latest position was the result of a chance encounter with
Pullen.
"When DDB moved me from Beijing to Germany, I went but I wasn't too
happy about leaving China after about 15 months," he said.
On the Batey front, Kay -- who is also brand communications director -
will continue to lead the Singapore Airlines and SilkAir accounts, but
is now responsible for agency administration, human resources,
information technology and new business development. Marrett, who
remains chief operating officer and leader on the StarHub account, will
now oversee the other brand teams as well as agency production and
strategy planning. Batey didn't previously have a CEO role; the job was
previously filled by MD, Addison James, who left in early 2001 to head
Lowe Lintas & Partners Singapore.
