BATES CREATES GLOBAL SALES PROMO NETWORK: 141 WORLDWIDE WILL AIM TO RETAIN LOCAL OUTLOOK IN ITS 17 COUNTRIES

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In an unusual move, Bates Worldwide has linked its global sales promotion capabilities to form a single unified network, called 141 Worldwide.

The wholly owned subsidiary of Bates is unique in the below-the-line marketing arena in that it joins Bates-owned promotion offices into a single unit with standardized management practices.

HEARN TO HEAD NETWORK

141 Worldwide will be headed by Bates Worldwide Client Director Colin Hearn. Robert Mazzucchelli, formerly president of the Bates Promotion Group, will be president of 141 the Americas.

Mr. Mazzucchelli said 141 is structured as a stand-alone business rather than a value-added component of a client's advertising program. This, he said, is the first worldwide sales promotion network with a consistent, institutionalized global brand-identity.

"We're bringing much more to the table than a [unified] name; we're bringing a network," said Mr. Mazzucchelli.

The 141 name comes from two things-the address of the London office (141 Westbourne Terrace) and the unit being one system based on four phases to form one global network.

The network, currently with 18 offices in 17 countries, has estimated billings of $200 million; clients include Texaco, Perrier, Wendy's International and Coca-Cola Co.

Mr. Mazzucchelli said 141 will work with Bates and non-Bates clients.

"Over the past two years, the management of 141 has studied and evaluated the operating practices of its agencies to gather the very best practices from each," said Bates Worldwide Chairman-CEO Michael Bungey. "These now comprise a set of proprietary operating systems and philosophies so that any client, no matter which office . . . they are dealing with, will have similar working experiences anywhere around the world."

GAINING AN EDGE

Mr. Mazzucchelli said the network gives them an edge because they mainly face "regional competitors."

He sees 141's largest competitor as Havas Advertising's Euro RSCG, which has a strong sales promotion operation in Europe.

To keep 141 "local in nature" and to remain aware of regional sales promotion regulations-such as sweepstakes rules-each office will be headed by a local managing director.

"By the end of the year, I hope to have more offices than any other promotion agency group," said Mr. Mazzucchelli, adding that 141 is now expanding in eastern Europe.

He said it will soon open five or six more offices in that region.

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