Euro RSCG brands U

Malaysia - Euro RSCG Malaysia recently launched U Mobile and its brand, ‘U' which will be Malaysia's latest 3G and Mobile LiveTV service provider.

The agency was appointed as AOR to support U Mobile with services including brand consultancy, plus brand and product campaigns in Malaysia and will shortly launch an integrated advertising campaign to support the new company, its brand positioning and its products.

"We knew we were up against some big advertising talent to become AOR. The fact that we were successful is recognition of Euro RSCG Malaysia's pool of innovative creative talent and advancing reputation as the full service advertising and marketing agency. We are hugely excited about the launch of the new company and brand and look forward to unveiling the new advertising campaign very soon, "Matthew Fanshawe, CEO for Euro RSCG Singapore and Malaysia said.

Since January 2007, the agency has worked closely with U Mobile's branding team to develop a unique brand position, brand identity, values and mission which primarily targets professional, eager go-getters aged between 20-30 years. The collaboration resulted in Euro RSCG's strategy and creative team creating a bespoke brand identity and a logo which reflect six core values of the "U" brand - friendship; honesty; inventive; irreverent; fun and cheeky.