Bates Asia and London/New York based CHI & Partners form joint venture in Asian region

Bates Asia and CHI & Partners have announced the formation of a joint venture, Bates CHI & Partners.

The new network immediately doubles the size of both businesses. The agency will give western clients direct access to strong market capabilities across Asia’s fastest growing economies. Asian brands wishing to break into Europe and USA can benefit from local knowledge and a dedicated agency network.

“The joint venture brings together Bates, the agency that invented the Unique Selling Proposition back in the 1940s, with CHI, the creators of ‘the big idea’, its modern equivalent,” said Johnny Hornby, (pictured right) Founding Partner of CHI & Partners. “This new model network will use our big ideas process to put together bespoke multi-disciplined teams from a variety of disciplines and geographies. It will be a nimbler, faster, more modern alternative to the big networks.”

“It’s a compelling proposition. Clients all over the world – just like the consumers they serve – are increasingly leaning towards more bespoke solutions developed from a wider menu of talent and skills which by definition don’t all live in the same place any more,” said David Mayo, (pictured left) CEO, Bates. “At the same time they demand geographical spread in order to reach multiple, connected audiences. The new Bates CHI & Partners forms a global network with access to some of the best tools and skills available anywhere.”

Johnny Hornby will lead the agency globally while David Mayo will run operations in Asia in his role as CEO, Bates CHI & Partners. The company name Bates CHI & Partners will be used in Asia while the London and New York offices will retain their respective names CHI & Partners.