Bates A-P assigned major role in SIA advertising account

<p>Batey Group's 28-year hold on the prestigious Singapore </p><p>International Airlines account has come to an end after a significant </p><p>piece of the business was handed to Bates. </p><p><BR><BR> </p><p>Under the new arrangement, Batey will continue to handle the brand part </p><p>of the account; however, Bates will be in charge of all consumer </p><p>promotion-based advertising, according to sources. </p><p><BR><BR> </p><p>One said that this essentially meant that Bates would "work on campaigns </p><p>to promote new routes, services and facilities - anything not related to </p><p>the 'Singapore Girl' icon". </p><p><BR><BR> </p><p>It is estimated that the SIA advertising account is now split almost </p><p>equally between the two agencies. </p><p><BR><BR> </p><p>SIA began intensively looking for a new agency early last year because </p><p>"it didn't want to leave all its eggs in one basket while major changes </p><p>were taking place around it", a source said. </p><p><BR><BR> </p><p>Speculation that Mr Ian Batey - who founded Batey Advertising and </p><p>created the now world-famous Singapore Girl icon - would soon retire as </p><p>head of Batey Group was the impetus behind SIA beginning the search </p><p>process. </p><p><BR><BR> </p><p>But although this is not likely to happen any time soon, Mr Batey has </p><p>announced that he has relinquished the day-to-day running of the group </p><p>to a "second generation" of leaders. </p><p><BR><BR> </p><p>However, he will remain on board at the agency as chairman, overseeing </p><p>macro issues and major accounts, such as SIA. </p><p><BR><BR> </p><p>By last May, the airline - consistently described as one of the most </p><p>admired brands in the world - settled on Bates to handle its e-booking </p><p>account. </p><p><BR><BR> </p><p>The word at the time was that if Bates did well, it would be rewarded </p><p>with more of the business. </p><p><BR><BR> </p><p>However, the appointment of Bates as SIA's second agency was not the </p><p>only change in recent times. </p><p><BR><BR> </p><p>Last month, it appointed CIA as its global media agency, replacing </p><p>previous incumbent Maximize and its network of WPP affiliates </p><p>worldwide. </p><p><BR><BR> </p><p>Batey Group is also part of the WPP network; however, it is unlikely </p><p>that SIA is deliberately moving away from WPP. </p><p><BR><BR> </p><p>"Bates is part of Cordiant and CIA is a Tempus Group company. It seems </p><p>that SIA is looking as far afield as possible to get the best possible </p><p>deal," a source said. </p><p><BR><BR> </p>