Bates Asia is moving to become a truly multimedia agency after more
than 30 staffers, including regional president Jeffrey Yu, completed a
six-month University of British Columbia post-graduate diploma course on
Internet marketing and e-commerce.
The effort, which was spearheaded by Mr Yu, was not the precursor to
setting up an independent interactive unit; it was aimed at allowing a
broad cross-section of agency staffers - creatives, account handlers,
planners and strategists - to be able to function in the New Economy
environment independently and effectively irrespective of which
department they worked in.
As such, it was the largest undertaking of its kind in the Asia-Pacific
region by any agency. The student ranks were made up of creatives,
account handlers, senior and junior suits. Even affiliates CCG.XM,
Zenith and 141 participated.
Mr Yu said that Bates was pushing towards being a truly multimedia
agency, where people were well-versed in all aspects of on and offline
media.
"The Internet is a new medium and it should be treated as part of the
whole media. What I don't want to see is our creatives or account people
talk to a client about television and print and then when they get to
the Internet say, 'Sorry we have to refer you to our interactive guys',"
Mr Yu said.
Mr Yu said a similar initiative would be conducted in 2001 and that the
agency would again pay the course fees. However, he warned that those
who failed to complete the course might have to reimburse the
agency.
"This year, about 60 people signed up for the course. But only 33
passed.
For those who failed they must give a good explanation or they will have
to refund the agency," he said.
