Grey Group has announced a strategic alignment with WPP sister company, Batey. Operating as an independent entity, Batey will be housed within Grey Group Singapore, alongside Grey (brand advertising), G2 (activation marketing) and Grey Healthcare (healthcare communications).
The integration will boost Grey Group’s presence in Singapore and extend the group’s total communications offering, strengthening its advertising, branding and design, and direct marketing capabilities.
Founded in 1972, Batey is highly acclaimed as the mastermind behind the iconic Singapore Girl, an instantly recognisable symbol for Singapore Airlines. As Singapore’s leading homegrown agency, Batey has become one of the most awarded agencies in Asian advertising history, and over time, has built global brands for its portfolio of distinguished local clients including Singapore Airlines, Singapore Tourism Board, Starhub, Tiger Beer, OCBC Bank and Raffles Hotel.
Nirvik Singh, Chairman & CEO of Grey Group Asia Pacific, said, “Batey is renowned for its rich heritage and reputation for creative excellence. We will retain the essence of the legendary Batey brand which has been integral to the agency’s success throughout the years. Batey will be able to tap into the expertise of our global network of 432 offices in 96 countries when it enters the fold. This new structure will create business efficiencies and synergies that will benefit both our clients and staff.”
Subbaraju Alluri, CEO of Grey Group Singapore, said, “We’re proud to have the Batey legacy continue at Grey Group Singapore. With our combined capabilities in creativity and thought leadership, I am confident that Grey Group Singapore’s performance will be accelerated to the next level. Batey serves as the perfect fit for the group and together, I firmly believe we are better positioned to provide our clients with the highest level of service and support across all communication touchpoints.”
“In today’s competitive environment, it is critical that a creative agency has a breadth of resource which meets the needs of a changing marketplace”, said Alan Fairnington, Batey’s CEO. “Being part of the Grey Group gives Batey direct access to these resources and enhances our brand building capabilities.”
Batey will strengthen the group’s client portfolio including Qatar Airways’ global business, Mitsubishi Motors and Metro Department Store.