Year after year we have been tempted to publish rumours that the
long-entrenched Singapore Airlines account is about to move from Batey
Ads.
And year after year we have shied away from it, knowing that we are
being lured into a coconut-tree shaking exercise manipulated by rival
agencies.
Now it's happening again. Apparently a brief has gone out for the media
part of the business (currently held by MindShare) and the creative part
is said to be not far behind.
This, however, would be an odd thing.
Singapore Airlines is now tipped to become a global player of enormous
importance (as if it wasn't already), and its agency Batey is now part
of the world's biggest agency network, WPP, which owns O&M, JWT, Y&R and
a host of other specky things that make an enormous critical mass.
So if SIA wanted a more thorough global coverage, surely they would
stick to their current set-up.
There you have it. If the SIA account moves after 20 years we told you
here first; if it doesn't, we told you why it wouldn't.
