In Conversation with Ian Batey

Mr Ian Batey is the branding legend behind Singapore Airlines (SIA), Raffles Hotel, Tiger Beer and Tiger Balm. He is the founder of Batey Ads and author of Asian Branding.

Asian Branding by Ian Batey

Students of the Diploma in Media & Communication were fortunate enough to spend a couple of hours with the branding guru yesterday at the Agency.  He told us stories about his past and how he found his passion for advertising. On top of that, he even gave us some tips about the advertising world. Did you know that Mr Batey started off as an art student, aspiring to be an artist? His dreams changed after he and learnt the wonders of advertising while working part-time in an advertising agency back then.  His love of advertising has led him to create numerous branding masterpieces.

Mr Ian Batey (left) and his colleague, Mr Julian (right)

Mr Batey encouraged us to “go into a new dimension that no one has gone before” and learn to take some risks with our advertising or branding ideas. Breaking through the common advertising norms or ideas would be able to bring out unique ideas that could potentially bring the brand to greater heights.

He also shared valuable advice to those of us who were present during the session. When asked about knowing whether if an idea is good, Mr. Batey said to ‘Work off your intuition.’’ He highlighted that ‘‘the success of your idea boils down to you believing it and convincing people.”

In today’s age, Mr. Batey acknowledges that there is a tough social and commercial environment we live in, and it is getting increasingly difficult to please everyone.  He emphasized on the need for an individual to have confidence in his/her idea and perseverance in executing the idea.

For those looking into a career in the advertising industry, Mr. Batey advises you to try out for internships. ‘It may take you a few internships to find the break,’’ said Mr. Batey. He further explains that the advertising industry is diversified and it is important to identify the areas.

‘’Don’t be afraid to speak up, you need to be out there.’’ Mr Batey added.

Here’s one of Mr Batey’s advertising masterpieces - Singapore Girl

This was one of the first SIA television advertisements created to promote its tagline, “ Singapore Girl – A Great Way to Fly.” The tagline is still used till date to promote one of the most respected travel brands around the world. The Singapore Girl has become an internationally recognisable icon that portrays the high standards of customer care and services that the airliner offers.

Here’s one of SIA's most recent TV advertisement done by another advertising company:

Even though Batey Ads did not execute this TV advertisement, the idea and concept of the “Singapore Girl” by Mr Ian Batey still remains consistent. 

Mr Batey remains an inspiration for all of us here in DMC :)