U Mobile calls for creative pitch

Mobile telecommunications service provider U Mobile has called for a closed-door creative pitch, A+M understands. The incumbent is currently Mediabrands Content Studio (MBCS) Malaysia.  A+M also learned that at least four agencies were invited to the pitch which was set to take place today, and the appointment would be a retainer.

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A+M has reached out to U Mobile for more information.

Earlier this year, the telco had worked together with MBCS for a Raya campaign featuring augmented reality (AR) and artificial intelligence (AI), offering families an interactive, and immersive festive experiences. They also released a brand film titled “Suaraku” ('My voice'), which follows the story of a deaf and mute girl, Lina, as she employs the help of AI to speak and connect with her father.

U Mobile has also previously worked with creative agency TBWA\KL on The Unbeatables film, as part of a campaign to inspire all Malaysians to channel their unbeatable spirits, back in 2023. It paid homage to Malaysian achievers who were able to overcome huge obstacles because they truly believed in their potential and had an unbeatable mindset.

TBWA\KL was appointed after a pitch which took place in 2019, taking over the account from the incumbents at the time, The Clan. The appointment was for a year with the option to extend for another, with the remit covering ATL, social and digital communications targeted at student, youth and migrant segments.

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