Red Cell to focus on challengers

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