Singapore Girl creators lose airline ad account

SINGAPORE, Mar 10 (Reuters) The advertising agency that created the gentle Singapore Girl icon has lost the lucrative account to market Singapore Airlines after 35 years, a newspaper said today.

Batey Ads, which dreamed up the perfectly groomed Singapore Girl and turned her into an instantly recognisable corporate symbol for Singapore Airlines, was not among the three firms shortlisted by the carrier for the coveted advertising deal, the Straits Times said.

But the Southeast Asian airline will not can the Singapore Girl, who will continue to wear her figure-hugging, batik uniform, known as sarong kebaya, the paper said.

''Singapore Airlines takes this opportunity to reassure our customers and supporters the world over that the Singapore Girl icon will remain,'' the carrier was quoted as saying in the Straits Times.

Batey has held the advertising account since Singapore Airlines was formed in 1972, but in January the carrier invited rival bids for the first time.

The three advertising firms that were shortlisted are DDB Singapore, TBWA and Publicis, which is the world's fourth-largest advertising group, the Straits Times said.

Despite her success in one of the world's longest-running advertising campaigns, critics complain the Singapore Girl concept is sexist, outmoded and largely intended to serve male passengers' fantasies of desirable, subservient Oriental women.

Recent adverts for Singapore Air feature the airline's ultra-modern aircraft, updated seats or inflight food. But the Singapore Girl still features prominently, gently covering a sleeping passenger or offering meals.

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