In the wake of a recent announcement by Bates North America chief executive Bill Whitehead that his goal was to increase the proportion of his agency’s revenues derived from below-the-line activities to 50% from 10% over the next five years, Bates Canada is ramping up its commitment to 141 Canada, its fledgling direct response and promotions unit.

The eight-month-old Toronto operation is part of 141 Integrated Communications Worldwide, formed about 18 months ago by Bates Worldwide.

The division was initially set up to handle British American Tobacco, a global client of Bates, but now operates in 27 countries and is a flourishing subsidiary of the Bates agency network.

Bates Worldwide has expressed a strong belief in the growing importance of below-the-line activities to the agency’s bottom line and has expressed interest in acquiring specialty shops with expertise in these disciplines.

141 Canada became operational at the end of last year and is currently working on promotional, direct response and database marketing projects for several clients on the ad agency’s roster which includes Air Canada, the German National Tourist Office, Hyundai Auto Canada, Imperial Tobacco and Warner Wellcome.

Patrick Knisley, president and ceo of Bates Canada, says the Toronto agency did have a promotional unit when Bates Worldwide launched 141 Integrated Communications Worldwide about 18 months ago, but says it had a ‘spotty track record’ and was dismantled.

‘For several years, we really didn’t have a good below-the-line operation. A few missteps had tarnished our reputation,’ Knisley says.

‘The mandate for year one is to get to know our current clients and restore confidence in those clients that now have a significant below-the-line operation. For year two, it will go outside the Bates portfolio and become more independent.

‘It’s happened very quickly and it’s a growing, healthy part of our business.’

The rebuilding of Bates’ below-the-line unit included the hiring of Jeremy Taylor-Riley as managing director of 141 Canada and Linda Warren as director of client services.

Both were previously with direct response giant Wunderman Cato Johnson, Taylor-Riley in Australia and Warren in Toronto.

Taylor-Riley’s background is in sales promotion, event marketing and sponsorship, with a lot of that work pertaining to the kids’ market.

Warren’s expertise falls into the area of direct response and database marketing. She worked on the Columbia House business for a number of years at WCJ Toronto.