Tan will take up the Shanghai-based role on April 1.
Bates/141 Asia president Jeffery Yu said Tan's first focus would be China.
"I have been looking for some time for someone as senior as Norman for China," said Yu. "Norman will also work with me on regional business."
Tan, who joined JWT in Taipei and returned to Singapore five years ago, was promoted as Southeast Asia executive creative director in early 2002. "I am happy with the people I've been working with, but I also wanted a bigger challenge... to move on to a new market," said Tan.
A role was found at Bates, allowing Tan to make an internal WPP transfer. Tan is a multi-award-winning creative who has worked on Unilever and DeBeers (now called DTC) during his 20-year advertising career.
JWT creative Tan to move to China for Bates Asia job
Norman Tan is leaving J. Walter Thompson after a seven-and-a-half year stint to join Bates Asia as regional creative director.