Ian Batey: Independent shops should remain masters of their destiny

Batey, the moniker synonymous with the building of iconic brands like Singapore Airlines and Raffles Hotel, was in town to make a donation to the Singapore Polytechnic’s communication arts and social sciences department.

The SG$250,000 fund—a contribution from Batey, Batey Ads, and the Ministry of Education—will create a scholarship scheme for students, and, in an effort to go beyond financial aspects, Batey will also periodically mentor students for the duration of the scheme.

He said he hoped the scheme would help to create a breeding ground for creative excellence, as well as raising the ambitions and creative enterprise of the students at Singapore Polytechnic.

Batey said he wanted to get involved in the programme in an effort to give something back to Singapore, following his success in the country.

Set up as an independent shop in Singapore in the 1970s, Batey Ads clinched the Singapore Airlines account on the day the brand became independent following its split with Malaysia Airlines. 

“In other words, Singapore Airlines and Batey were born together, and we grew together” he said. “We were very fortunate to have that relationship; we were dealing with a management that was very ambitious, and very courageous—they did a lot of things which broke the mould in many creative areas in the airline industry.”

As the shop grew, it collected an array of Singapore clients, notably United Overseas Bank, Tiger Beer, Raffles Hotel and the Singapore Tourism Board. The agency was later purchased by WPP, and eventually lost its 35-year hold on Singapore Airlines in 2007.

Batey said he entered the agreement in the belief that “all sorts of things would happen”, which later didn't materialise. But, he added, there is “no-one to blame but ourselves”.

“They are a huge business and we should have been more thoughtful and more conscious of the potential downsides of the sale,” he said. "Let’s say this, if we had it all over again we would be independent. I think if you talk to nine out of 10 guys who sold out they would say the same thing: you would remain independent.”

As a number of independent shops sprout around Singapore, Batey said his advice would be to stay independent, free and the master of your destiny for as long as possible.  

“If you feel you have to engage with any of these bigger corporation, engage in a manner that still leaves you in charge,” he said. “That can be done by shareholders agreement or where you still retain a majority of shares.”

Going forward, Batey said his dream is to see Singapore as the best creative centre in Asia-Pacific for creating and developing global power brands, as well as for creating outstanding communications programmes.

“Singapore offers tremendous opportunities for creativity, all you have to do is have a passion for it, a focus on it, and you can do it,” he said.