The contest for the $60 million account will now be a three-way fight between Publicis, TBWA\ and DDB.
The decision is not only a major blow to Batey, but also to the other WPP agencies, Bates and Young & Rubicam. Bates had set up a special unit with Ogilvy & Mather to pitch for the business. Saatchi & Saatchi and Leo Burnett have also been dropped from the shortlist.
The airline said that it wanted to thank Batey for its "partnership and contribution" to the development of its brand and confirmed that the Singapore Girl would remain an integral part of its advertising.