Batey to keep name as Red Cell expands

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.

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