Yu named chairman in BatesAsia reshuffle

by Arun Sudhaman, Media Asia 09-Jan-08, 08:28

ASIA-PACIFIC - BatesAsia 141 has shifted Digby Richards into a new role as regional chief executive officer, with longtime regional president Jeffrey Yu becoming chairman of the WPP agency.

Richards explained that the shift will see him direct more of his energies into new business, after being more internally-focused since he joined Bates as chief operating officer one year ago.

Yu, meanwhile, who has led Bates since 2000, said the reshuffle would not see his own role at the agency diminish. “I’m never the kind of person who will take the backseat,” he said.

Broadly speaking, Yu added that the new position will enable him to focus more on attracting business partners. Bates has displayed an acquisitive streak over the past year, snapping up China agencies MeThinks and Apex.

The development comes as BatesAsia continues to rebound from the loss of Nokia last year, winning new business from LG Electronics in China and Fiat India. Bates-Asia partnered with LG Ad to win the 2008 retainer for LG mobile handsets and IT products, despite the company’s decision to consolidate global creative with BBH and Y&R.

In India, meanwhile, the agency prevailed over a pitch list that included FCB Ulka, Grey and incumbent Leo Burnett, to secure creative duties for the launch of new Fiat marques Linea and Grande Punto.

Richards added that, due to acquisition and growth, the agency had been able to successfully replace “all Nokia revenue in one year”.