But while its main brands such as State Express 555 and Craven are likely to soon make the shift into O&M, 141 is expected to retain the BAT worldwide duty free brief, which it won only a few months ago.
Other changes, arising out of WPP's recent acquisition of the Cordiant Group, Bates' embattled parent group, will see Ogilvy and Bates working together to oversee the development of 141.
The 141 group will remain a separate business under the leadership of Herve DeVille. A working committee has been set up with the objective of making 141 the pre-eminent force in proximity marketing in the region as well as to capitalise on the two agencies' shared client base.
A new reporting structure will see DeVille reporting to both Ogilvy Asia-Pacific chairman Miles Young and Bates Asia president Jeffrey Yu.
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