U Mobile concludes creative pitch for Malaysia

Mobile telecommunications service provider U Mobile has appointed Naga DDB Tribal as its new creative agency, following the conclusion of a closed-door creative pitch which took place in August last year. 

Previously, A+M reported that at least four agencies were invited to the pitch, and the appointment would be a retainer.

The appointment, which officially commenced on 1 January 2026, sees Naga DDB Tribal named creative agency-of-record for brand and marketing services. In a statement, the agency said it was selected after a multi-agency pitch and will be responsible for brand strategy, integrated marketing communications, and always-on creative development across key consumer and product initiatives.

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Naga DDB Tribal added that the partnership comes at a “defining moment” for U Mobile as it enters a new phase of growth. The telco, Malaysia’s newest 5G network provider, is looking to elevate how consumers and businesses connect and engage with digital services.

The agency said the win also reinforces its experience in the telecommunications sector and marks its fourth major new-business success in 2025, following its Proton win and the retention of Astro and Prudential through competitive pitches.

“U Mobile is pleased to appoint Naga DDB Tribal as our creative partner for our brand and marketing portfolio. This was a highly rigorous and thoughtful pitch process, as finding the right creative partner at this stage of our growth is critical," said Bernard Lee, head of brand marketing services, U Mobile. 

He added, "We were looking for an agency that understood our ambitions, from the transformation of our roaming proposition to the opportunities unlocked by ULTRA5G, and could help us translate them into meaningful creative impact. Naga DDB Tribal demonstrated the strategic depth, creative ambition, and partnership mindset we need as we strengthen and evolve the U Mobile brand.”

In tandem, Kristian Lee, group executive director, The Foetus Group and Naga DDB Tribal said, "For Naga DDB Tribal, the appointment represents both the unfolding of a new chapter in the agency’s rich heritage of telco expertise, as well as a future-focused collaboration rooted in a shared ambition and desire for growth." 

Lee added that the agency valued the trust placed in it as U Mobile’s creative partner, as well as the pitch brief, which he said challenged the team and helped shape the foundation of the partnership. He said both parties share the ambition to deliver work that drives the brand forward while unlocking new creative and commercial opportunities, underpinned by strong consumer insights, purposeful creativity, and cultural relevance.

Previously, Naga DDB Tribal had been the creative agency for another telco brand, CelcomDigi, before it called for a review, and handed over its creative remit to M&C Saatchi Malaysia, GrowthOps Asia and Grey Malaysia.

U Mobile's previous creative agency was Mediabrands Content Studio (MBCS) Malaysia. Last month, U Mobile put the spotlight on the everyday moments that define family life with its latest campaign, "U Family", together with MBCS. The campaign, centred around the U Family Plan, features five heartfelt short films, from a father braving the rain to protect his child to siblings sharing laughs and tears over ice cream.

The telco also worked with MBCS for its 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.

Prior to MBCS, U Mobile had 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. 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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