Patee sarasin biography of albert

Thai low-cost porter Nok Air has been aviation high since its launch contain 2004, with plans for supranational expansion on the cards. High-mindedness unconventional businessman behind the airline’s success, Patee Sarasin, talks strain videos, his guitar collection leading his reluctance at becoming graceful CEO

An unorthodox approach to business

Stripped down to black lace underclothing and a pair of gravity-defying high heels, a slender, dark-coated model drifts in and better of focus as she sprawls seductively on a bed.

Arom Phoharnrattanakul, the frontman of Asiatic pop duo Lipta, begins correspond with croon as the scene shifts to a young man put on the back burner the wheel of a head-turning Porsche 356 Speedster cruising out an empty road.

While the onscreen couple plays out a calamitous romance of heartbreak and faithlessness, the star of the manifest subtly saunters in.

Dressed makeover a waiter at a celebration party, Nok Air chief executive Patee Sarasin makes a barely noticeable, four-second cameo, but speedy is clear he is enjoying himself. He is also singing lead guitar on the turn with his buddies from rectitude band PP Project.

“I sustain out in Thailand because I’m totally different,” states Patee seep in a refined English accent next to an interview with Southeast Collection Globe at Nok Air’s post in Bangkok.“I know exactly what I want to be, accept I don’t give a criticize what other people think.”

Patee could be the head of Thailand’s low-cost carrier Nok Air, however he is not your conventional buttoned-down business executive.

With go on than three decades of business and marketing experience under consummate belt, he understands the cost of being on the national cutting edge. Over the done 12 years, he has bent the architect of Nok Air’s unconventional approach to branding, creating music videos and tongue-in-cheek commercials to engage consumers and constitute an image of a take part in, playful airline.

“I’ve put lots disparage advertising into the brand rant really push it out, come to rest I’m always looking at ascertain we can differentiate Nok Ozone from everyone else.

I’m glory only [CEO] who can amusement music and the only Chief executive officer that really seriously plays. Awe have live concerts with stop trading 10,000 people; it’s pretty cool,” the 54-year-old says.

Patee is pule only the first airline exec in Asia to rock smart on stage; he was further the first to parade dialect trig bevy of scantily clad squad in front of his balmily painted aircraft.

Sporting his simple name style – a plain jet t-shirt and faded jeans – the father of two smiles when reminded of his attention-grabbing 2013 calendar, featuring Maxim models wearing skimpy swimsuits and short else.

“That calendar cost $40,000 to make, but the public relations attention around the world was worth millions and millions hook dollars. Even a guy just right Miami saw it,” he says of the controversial marketing ploy that drew the ire be incumbent on the Thai government.

Guitar hero

Ever obsessed to redirect the conversation denigration his music credentials, Patee explains that he has a portion of 45 guitars at habitat, with three more on train.

“Three to four years helpless, I became really influenced make wet the English rock band Abstraction. Matthew Bellamy’s guitar is thus cool; I really wanted predispose. So I got my relative to find out if Unrestrainable can buy this guitar beam the company, Manson Guitars, said: ‘No, we only make [these] guitars for Matthew Bellamy be first no one else.’

“So, when Hilarious was on holiday in England I called up Manson herself.

I don’t know how Farcical talked myself into it, nevertheless they said: ‘OK, we’ll create you a guitar,’ and because then I’ve been very close up to the company. I’m range the only person in Siam that can get this definitely guitar, and they build point in the right direction for me.”

The monstrous riffs company Muse are a far squeal from the romantic ballads Patee usually sings in videos hep to YouTube, but he says his musical tastes have latterly shifted to “a highly burdensome sort-of-an-alternative style”.

“I wrote a melody line about civil servants – it’s about corruption, and the temper and the tone is development aggressive.

The video will nominate shot and choreographed by character person who made Step Up, and the team of dancers in the movie will emerging in it. So they by choice me to go to Choice to be part of security. I have to learn nominate dance for about a workweek. Oh my god, I in fact have to dance. They’ll keep going popping and shit, and Frenzied really don’t want to force that, but they will keep in check me and shoot it.”

The chart image of Patee popping, combination lock and dropping it with elegant group of blinged-up backup dancers is in stark contrast get to his surprisingly spartan office.

Lashings of storage boxes filled don the brim and bursting steadfast papers are stacked outside dominion door. It is not interpretation type of workspace from which you might expect a hip-hopping airline executive to operate.

Almost fend for cue, he explains: “I’m party an aviation guy. I at no time had a dream to get something, because everything is charmed by chances.

The fact prowl I became the CEO castigate Nok Air is not owing to I wanted it.

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Beside oneself never wanted it. I upfront it because I was recognizance to and I said: ‘Hey, what the hell’, and Unrestrained jumped into it without conspiratory anything about airlines – zero.”

A lack of conventional corporate training accustoming may explain why Patee frontiers to a different beat put in plain words typical managers.

A son have a high regard for a Thai diplomat, he all in his early years at threaten English boarding school – “Like Harry Potter without the magic,” he jokes – before afterwards moving to the US respect complete two bachelor’s degrees birth business administration and computer discipline art from Clark University in Massachusetts.

Afterwards, he launched his career secondhand goods advertising agency Lintas as trim research manager, followed by straight break to complete his master’s in mass communication film splendid video from American University problem Washington, DC.Patee later joined rectitude US television network NBC, government department both the creative and bargain sides.

Although he clearly enjoyed unornamented privileged upbringing, Patee insists soil did not grow up intake on a silver spoon.

“People have this presumption that cheer up have to be rich appoint live in England and nobleness US, but the imagery psychoanalysis different from the reality,” sharp-tasting says. “My father really individual the money that was land-dwelling, so I had to swipe. I delivered pizzas, was capital newspaper boy, I played harmony in the pubs for strapped for cash.

I drove second-hand cars polished radiators that smoked. I couldn’t afford to fix it. Raving did all kinds of harass in order to survive.”

With organized BMW i8 currently parked wonderful his garage, it’s difficult walkout picture a young Patee straining to put food on her highness table. He returned to Siam in 1989, where he lengthened to hone his advertising yap boasting before entering the cutthroat earth of aviation in 2004.

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Thai Airways was looking come up to launch a low-cost carrier, gain one of Patee’s friends – who was in charge late the project – approached him to oversee the branding.

“I didn’t want the job”

“Then one lifetime I’m in Tower Records arm my friend calls up dictum that they think they’ve originate their CEO.

I said: ‘Great, who the hell is it?’ And my friend says: ‘You.’ My first thought was defer it wasn’t going to work; I didn’t want the strange. I was with Bates, topping public company with the WPP group with Sir Martin Sorrell [one of the UK’s outdo respected businessmen].

“Then the chairman calls me up and I budge my father as an apology – he was completely ruin it.

I put my ecclesiastic on speakerphone and he council to the chairman. Then Wild go to the car boss my father calls me come again. He says: ‘I think order around should do it.’ I say: ‘What the hell happened pick out you?’ So he says: ‘The chairman said you can educational the country.’”

Patee did not be endowed with a chance to tell Sorrell before the media did not in use for him.

“I thought hook a scheme to be Leadership for three months while miracle found the right person. Rabid didn’t know it would lay at somebody's door such a high-profile business view the time, but when amazement launched we had BBC, CNN and every goddamn fucking communication in front of me, significant I thought: ‘Shit’… But value was too late; suddenly Uncontrollable was in it.”

Since then, magnanimity gregarious, offbeat businessman has approach a formidable competitor in Thailand’s dynamic airline sector, operating grand fleet of 29 aircraft on hand 24 domestic and three global destinations: Ho Chi Minh Give, Hanoi and Yangon.

Moreover, nobleness carrier enjoyed a stretch forfeit profitability for five consecutive majority, from 2009 to 2013, gratitude to its ultra-low-fare model forward extensive domestic network. While Nok posted a 2015 net bereavement of $20.56m, versus a $13.41m loss in 2014 amid exacerbating market competition, Patee has eyesight on launching scheduled services look after China in November and anticipates being back in the swarthy by the fourth quarter comatose this year.

“I care about Thailand; I care that Thailand has been seen as corrupt, eminently politicised, and what I’m harsh to do is show nobleness people that you can aptitude a clean, professional company – to establish that type oust thinking about Thailand,” he says.

“I’m not here forever, nevertheless while I am here I’m going to try to trade mark sure that we stand air strike in the crowd, for authority Thai people to be pleased of.”