Bates Moves B&W Account to 141

To meet the client’s desire to streamline the ad process and create a more cohesive message, Bates last week shifted its Brown & Williamson bus iness to its integrated marketing shop, 141 Worldwide. Coin ciding with the move, Rich Newman, longtime B&W account director at Bates, was named president of 141 New York, tak-ing the 30-person B&W ac count and creative team with him.

“I don’t need to brief 10 different agencies,” said B&W divisional vp Ludo Cremers, who before the shift usually briefed Bates in New York, 141’s Chicago headquarters and other promotional companies separately on Kool and Lucky Strike assignments. With the change, 141 will now be the sole agency handling those brands.

By housing the B&W business within one unit, the client also hopes to achieve a consistent look and feel in its advertising and collateral. “Our direct mail doesn’t necessarily look like our point of sale, which doesn’t necessarily look like our traditional advertising,” Cremers said.

B&W’s other shop, Grey, moved its Capri, Pall Mall and Misty brands to its integrated marketing unit, G2, two years ago.

As president of 141 New York, Newman, 48, will oversee 70 staffers and report to Jay Farrell, chairman of 141 Worldwide. He will continue to service the B&W account, while pursuing new business. Formerly worldwide account director at Bates, Newman has also handled CVS and Parmalat during his six-year tenure at the shop. Before Bates, he was an evp at the former Lowe & Partners in New York, where he worked on Diet Coke and Sprite.