In the Singapore Straits Times last page,published on 10 January 2007 was the above topic.
SIA or Singapore Airlines,one of the world's finest airlines if not the finest is looking for a breakup with its old advertising flame, Batey Ads.
The iconic SIA Girl brand was created by Batey Ads some 35 years ago and now SIA is tendering out its advertising businesses to the ads giants around the world.
"The decision to embark on a market review is to procure the best services available in the market at the most competitive price," said SIA in a statement.
According to industry players, at least 10 agencies are throwing themselves into the game. These are big boys,both in the international and local scenes.
Some industry players like Ogilvy & Mather Asia co-chairman Tham Kai Meng said the airline's ads which used to be "a class-act," have become "pedestrian" in the last couple of years.
Other says, the current ads are "old fashioned" and "one look and you think you are in the 90s".
Mr. Jorg Dietzel,a branding consultant chipped in:"Batey knows the brand well,it has delivered some great work in the past...If it ain't broke,don't fix it.The risks are too high."
When Malaysia Singapore Airlines (MSA),the predecessor of SIA split up in 1972, Singapore side wanted to keep the then famous brand name of MSA.It was doing very well in terms of service and everything.Unfortunately (or fortunately)the Singapore Govertment and its Malaysian counterpart could not see eye to eye on the running of MSA. Hence,the breakup.
The Malaysian side did not agree to either side retaining the MSA logo and brand and it was a great loss to Singapore.
However, after almost 35 years,Singapore has built up another great brand name in SIA. Was Singapore lucky or was it due to hard work?
What about this time, the advertising thing? Can SIA be lucky or its management and staffs' decision be right and precise to tender its ads. business and part with Batey?
I tend to agree with Jorg Dietzel.....if it ain't broke,don't fix it. That is my 2 cents worth after 35 years with SIA.