Thai start-up taps Bates chief as CEO

'Nok' -- which means bird in Thai -- will take off in June with flights to six domestic destinations. It is selling itself low on price but high on safety. "Nok Air will be an airline that is no frills, but with a difference, with an attitude," Patee said. "This is an attitude that is friendly, fun, approachable and enjoyable; we will be providing a special brand of service that reflects our airline's genuinely unique culture while sacrificing absolutely nothing on safety." The other point of differentiation, he said, would be "convenience and efficiency", including the sale of air tickets at 7-Eleven stores around the country. The brains behind the successful relaunch of telecom firm DTAC two years ago, Patee was heavily involved in the conceptualisation of the airline, its focus and marketing. At the airline, Patee will be able to call upon more than 20 years of experience in media and advertising agencies starting with Lintas in 1983, and including local agency Spa, production house Multi Media Orbit, and Bates. Operated by Thai Airways subsidiary Sky Asia, the airline will be targeted at middle income earners upwards, drawing 20,000 baht a month and up. "The basic concept is not to take away from Thai Airways, but to increase the size of the pie by capturing the group of people who are not flying at all or taking just one trip a year," a spokesman said. "Thailand is a country of 66 million people, but less than five million have flown." While the CEO post at Bates will not be immediately filled, former client service director Vivienne Huang will become general manager.