Batey to be a part of Grey Group

As part of this alignment Batey Consulting is likely to be merged with Hill & Knowlton, while Batey Malaysia operations will continue to be a part of JWT network. 

Sources suggest that Batey will continue to operate as a separate brand within Grey group along with Grey Singapore, digital and activation arm G2 and Grey Healthcare.

This new merger is to help Batey take advantage of Grey’s network and specialist divisions like G2. A source close to the merger said that this merger would allow Batey to provide lot more services to clients due to better access to resources, both regionally and globally.

Batey’s strong staff of twenty-two is likely to move into Grey Singapore’s office in the next few weeks.

The agency’s bigger clients currently include Qatar Airways, Mitsubishi and Metro. Insiders say that client conflict was the reason why Batey’s alignment with JWT did not work out.

Even though Batey’s current CEO Alan Farnington (pictured) will continue to head Batey, his role is likely to become more strategic and less operational.

Sources also suggest that Grey Group’s four brands in Singapore including Grey Advertising, G2, Grey Healthcare and now Batey will all report to Grey Singapore’s CEO.

Batey and Grey spokesperson refused to comment on the development.