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Singapore Polytechnic Gets Boost From Branding Legend

Published on 29 November 2012

The branding legend behind the Singapore Girl – the old Batey Ads team – is donating, with a matching grant from the Ministry of Education, SGD250,000 to education. The endowment fund will help deserving students to pursue a global education at Singapore Polytechnic's (SP) Diploma in Media and Communication (DMC).

To be known as the Batey Scholar Award, the programme takes effect from April 2013. The bond-free award covers three years of tuition fees as well as participation in overseas internship and study programmes. Applicants will be considered based on academic excellence, involvement in co-curricular activities either in school or the community-at-large, leadership potential and strong communication abilities. Priority will be given to Singaporeans and PRs.

Retired Chairman Ian Batey, whose agency Batey Ads was responsible from the early 1970s to late 1990s for branding Singapore global icons such as Raffles Hotel, Tiger Beer, Tiger Balm and SIA, said, "We -- that's all the old Batey team – are delighted to make this contribution. It's an expression of our deep appreciation for the extraordinary opportunities given to us over three decades by Singapore Inc. And we have a dream that sees Singapore as the most exciting creative centre in Asia-Pacific for creating and developing global power brands, and for creating outstanding global advertising campaigns. We hope the Batey Scholar Award programme will help attract more talented young people to a career in marketing communication, and that Batey Scholars, together with their colleagues, will grow our dream into a dazzling long term reality.”

Key to the scholarship is the personal mentorship of Mr Ian Batey who was honoured with the first Lifetime Achievement Award by the Institute of Advertising Singapore in 1999. He will share his insights and networks to support the protégés.

Mr Tan Yew Meng, Director of SP’s School of Communication, Arts & Social Sciences, which offers the Diploma in Media and Communication (DMC) said, “Singapore Polytechnic is very privileged to have such a close and personal partnership with Ian and his team. The scholarship and the guidance of the Batey Ads team is not just a steadying hand for our media and communication students as they embark on the creative journey to shape brands that connect with consumers, it is also a powerful legacy to build on.”

Launched in 2001, DMC offers the most broad-based and comprehensive education in communication amongst the polytechnics. SP students learn how the various media platforms and the different communication disciplines work together to effectively and consistently deliver the right messages to the right people. They design campaigns for real clients in an authentic learning space at The Agency, a living laboratory which functions as a real integrated marketing communication agency. The diploma’s alumni include Joseph Chua, who is the youngest Account Director in the history of Leo Burnett, Singapore.

Mr Tan Bee Thiam, DMC Course Manager said, “The communication landscape is a fast-changing one; with the constant challenge of creating stories and brands that resonate. The Batey Scholar Award is a testament of industry support for the strength of our students’ work.”

The SP’s Media and Communication course takes in about 100 students a year.

-The End-

Branding legend Mr Ian Batey, captivated SP Media and Communication students with his colourful advertising stories.

SP Media and Communication students with branding legend, Mr Ian Batey.

For more information:

Frank Chua (Mr)
Corporate Communications
E: [email protected]
T: 6870 7043
M: 9771 7871

Teo Hung Noi (Ms)
Corporate Communications
E: [email protected]
T: 6772 1350
M: 9670 9088


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