Singapore's Batey Ads finds Japan partner.
by David Kilburn

In an effort to develop more regional business across Asia, Singapore's Batey Ads Ltd. is extending its network to Tokyo.

Batey Ads, the agency that created the long-running Singapore Girl campaign, is starting a new joint venture agency in Tokyo with Asahi, the tenth largest agency in the city. The new company, to be called Asako Batey Advertising Inc. is scheduled to open for business on June 1 (1995).

First year billings, which will mainly come from the Singapore Airlines account, are projected to be $10 million.

"Over the last few years we've been involved with pieces of business for which the Japan budget has been four times that of the rest of Asia, so we decided the time had come to open in Japan," explained Ian Batey, the agency's group chairman.

For the past 18 months, Batey said he has been discussing potential partnerships with several agencies, including its 23-year partner on the Singapore Airlines account, Tokyu Agency International in Tokyo.

Until now, Asahi has been the only major Japanese agency without an international partner. While the agency had worked with Saatchi & Saatchi in Japan in the mid-1980s, Saatchi discontinued the relationship to set up a wholly owned subsidiary in 1988.

Although Batey will have a 40% minority share in the agency, the joint venture agreement gives Batey management control.

The process of finding a partner to compliment his agency, Batey said, was not easy.

"The whole idea is to bring our culture, our way of doing things, to the table--and that has proved to be a difficult and sensitive issue, which eliminated many potential partners, including Tokyu Agency International," said Batey.

Batey said Asako Batey's first priority will be ensure it's handling of its keystone Singapore Airlines account is running smoothly. Thereafter, Batey hopes to use his new office to gather new business from his agency's regional clients who may want representation in Japan, such as Singapore Tourist Board, Telstra, the Australian telecommunications company, and TAG Heuer watches. Regionally, Batey also handles Hennessy XO Cognac, Ericsson Mobile Telecommunications, plus assignments from Sony.

Batey said he hopes the Asahi link will help the agency develop business in Asia from Japanese companies and will also make network an attractive Asian partner to independent U.S. agencies.

Including Japan, Batey Ads now has 17 offices in Asia covering Singapore, Taiwan, Thailand, Hong Kong, Philippines, Malaysia, China and Australia. The agency also has an office in Los Angeles and affiliates in Korea, Indonesia, India and Vietnam.

Originally published in: ADWEEK Eastern Edition, April 10, 1995
Written and designed by David Kilburn

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