U Mobile calls for creative pitch, deliberates on PR and social partners

U Mobile is calling for a creative pitch to manage overall creative communications for its corporate branding. The length of appointment is one year with the option to extend for another, Tiffany Chew, head of corporate branding and communications, told A+M. According to Chew, the brand has four agencies in mind for the pitch and the RFP briefing will be communicated in a few weeks. A decision is expected some time in the fourth quarter.

Meanwhile, U Mobile is also deliberating on an agency for its PR and social accounts respectively. On the PR front, Chew said the length of appointment is for a year with the option to extend for another, and the agency will manage PR and strategic communications, media relations and reputation management for all facets of all U Mobile's business. The incumbent on the account is Ogilvy and Mutant Communications, Centriq PR and Perspective Strategies are vying for the account. A+M understands that Ogilvy declined to pitch.

The appointment for its social account is two years and the agency will manage content creation, execution and community management for the brand's Instagram account. C27, the incumbent, is defending the account while Entropia, Lemonade and Sashimi Social pitched for it. No decision has been made as of yet. An announcement will be made soon.

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Separately, U Mobile rolled out its Fast Forward with U Mobile 5G live trial at Berjaya Times Square earlier this month, enabling its customers to experience 5G first-hand at the mall where the company’s headquarters is based. Whilst 5G is still yet to be commercially rolled out, U Mobile has provisioned all its SIMs ready for 5G. Wong Heang Tuck, CEO of U Mobile said: "U Mobile is all about unleashing the unlimited potential of our customers. We are constantly innovating and conducting various tests to find new ways to enhance our customers’ experience. Fast Forward with U Mobile 5G is just one such initiative where we are fast forwarding into the future to give our customers a chance to have real-world experience of 5G."

In August, it also tied up with Waze and SMART Tunnel to make GPS connectivity possible for all drivers commuting through the world’s longest dual purpose tunnel. Drivers no longer have to worry about getting lost or taking the wrong exit in the area, as a result of the installation of Bluetooth-enabled hardware devices known as Waze Beacons. The devices enable seamless connectivity and undisrupted navigation even in areas where there is limited GPS signal reception through the emission of wireless signals that guide navigation apps. 

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