Singapore-based Batey Group has linked up with its WPP partner
agencies in forming a global communications network, focusing on the
special needs of "challenger brands".
Red Cell unites and renames Batey and WPP's smaller agencies, Conquest
(Europe), Perspectives (UK), and Cole & Weber (US). It is expecting
billings of US dollars 1 billion.
Former Conquest CEO Luca Lindner will lead the Red Cell network, with
Rod Pullen heading the Asian operation as CEO.
Mr Pullen's responsibilities at Red Cell are in addition to being CEO of
the Batey Group, the brains behind the iconic Singapore Girl campaign
for Singapore Airlines, one of Asia's best-known challenger brands.
Red Cell will work with "challenger brands" and companies that are out
to upset the status quo by finding original ways to create business. The
network's name refers to the red blood cells that carry fresh air around
the body. The implication: Red Cell will carry fresh ideas to consumers,
and will do so with speed.
