Our SIA Girl stays

The verdict is out - our SIA Girl remains!

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March 10, 2007 (Straits Times)
S'pore Girl creator loses SIA ad account
Race for lucrative prize is down to three firms - DDB, TBWA and Publicis
By Bryan Lee

IT MAY have created the Singapore Girl, but local ad agency Batey Ads has been jilted for three other suitors for the lucrative Singapore Airlines (SIA) advertising account.
The local carrier yesterday announced the final candidates for the much sought-after tender, and in doing so ended a 35-year relationship that has seen both companies blossom to powerhouses in their fields.
But it will keep the result of the partnership - the world-famous icon and her hallmark sarong kebaya.
International agencies DDB, Publicis and TBWA have been short-listed for the final round of the beauty contest that began in January.
They will have to make a final presentation next month, with the winner expected to be announced soon after.
The three agencies are big names in their own right: In what might be a harbinger of things to come, DDB recently won the StarHub account from Batey, while TBWA has the global account of Standard Chartered Bank, and Publicis has Hewlett-Packard's regional account.
The tender for the SIA account generated considerable buzz within the industry and in the public arena as well.
It was the first time the airline put its advertising contract up for grabs since Batey devised the alluring Singapore Girl image in 1972, and rival agencies were quick to sense an opportunity.
The prospect of a dramatic change to the national carrier's image spawned lively public debate over whether the icon is still relevant and appropriate.
'Singapore Airlines takes this opportunity to reassure our customers and supporters the world over that the Singapore Girl icon will remain,' the company said in a statement, adding that it will not change the batik-patterned uniform of its flight attendants.
'There may be differences in the way the airline's advertising appears, but customers can be assured the service from the airline's cabin crew will not depart from what they've come to expect,' it added.
SIA yesterday thanked Batey Ads for its partnership and contribution to developing and growing its brand.
Ms Goh Shu Fen of R3, a consultancy appointed to manage the tender, said the eight initial contenders, which included some partnerships, had been evaluated on their operational, strategic and creative competencies.
DDB Singapore chief executive David Tang said he was happy to be closer to working with a global brand that also presents Singapore to the world. 'Far more than anything, we Singaporeans beat up the Singapore Girl far too hard. It's a very effective and alluring icon in worldwide markets and it would be scandalous to suggest dropping or changing her,' said Mr Tang.
Batey Ads, which has recently lost other major clients, including the Singapore Tourism Board and OCBC Bank, declined to comment on its latest setback.
bryanlee@sph.com.sg