As part of Imperial's overseas expansion drive, the world's fourth-largest tobacco company has also handed its Asia advertising assignment to Batey.
Imperial's account covers all markets in Asia except Japan and Australia.
The company had never used an agency in Asia prior to appointing Batey.
Batey was awarded the business without a formal pitch being conducted.
Part of the reason can be attributed to Imperial Tobacco Asia-Pacific managing director, Andrew Lochrie, being familiar with Batey's work. Lochrie was president of rival tobacco company Reemtsma Far East, an account Batey worked on until last October, before joining Imperial in January.
Jon Collins, Batey chief operating officer, said the agency resigned Reemtsma because the lead global agency, Germany's Scholz & Friends, dictated strategy and creative execution for Reemtsma's brands in Asia - West and Davidoff - relegating Batey to "lick and stick artists on the account.
Batey's brief to build regional brands will begin with the Imperial and Fusion brands, said Collins. He said Imperial Tobacco previously focused on its European operations and on managing its portfolio of national brands.
But Imperial Tobacco now wants to grow its business by developing regional and international brands and driving sales in Asia.
With more Asian markets banning cigarette advertising, Collins estimated that 90 per cent of the assignment would be below-the-line, using non-traditional ad mediums to comply with the restrictions on tobacco advertising.
A number of Asian markets have banned cigarette advertising, with Malaysia set to close a legal loophole to prevent cigarette companies from allowing third party firms to market their brands as a product or service.
Batey has already developed the brand architecture for Imperial and Fusion cigarettes, it has also helped launch Imperial cigarettes in Taiwan and is preparing to launch the Imperial brand in another two markets in the next three months.
Imperial Tobacco recently acquired Laos' Lao Tobacco Company and Vietnam's Tobaccor, maker of Bastos cigarettes. Last year, Imperial Tobacco generated 54 per cent of its operating profits from the UK where it has around 60 per cent market share. This year, the majority of its profits are expected to come from its international operations.
Collins predicted that within two to three years Imperial Tobacco would surpass Singapore Airlines as Batey's biggest account.
Batey has transferred Gary Caulfield from the SIA account to lead creative on Imperial Tobacco. The agency is also looking to appoint a brand communications director.
