U Mobile has selected Intercraft, a newly-formed division of Entropia Group to handle social media duties, effective immediately. Intercraft will be responsible for duties ranging from creative strategy, to content development, community management and social intelligence, and the appointment is for a year. This comes after a pitch which saw incumbent Reprise Digital, Orion, Digitas, Havas and Creative Unicorn vying for the account.
Jenny Chin (pictured left), U Mobile's head of marketing services, said U Mobile is known as one of the biggest disruptors in the telco market, and it was impressed with Intercraft’s great grasp of its data-centric business.
"What made Entropia stand out was their future-focused pitch, and that coupled with the team’s vision, their myriad innovative ideas and creative talent, convinced us that they were the right partners to take our online brand narrative to the next level," Chin said.
Nikki Fok (pictured right), director, integration at Entropia, said its strength is building brands for the connected world, to help them make an impact, to disrupt and challenge the status quo, and to gain a considerable competitive advantage over their competitors.
"U Mobile is not only a vibrant, daring and fun brand made for trendsetters, as the fastest growing telco in Malaysia, it’s also a resilient challenger in the market. We are elated to be part of their journey, to execute their innovative vision for the brand, and to incorporate new and exciting ways to engage their audience," Fok added.
The telco recently concluded its creative prepaid pitch, appointing TBWA\\Kuala Lumpur to handle ATL, social and digital communications targeted at student, youth and migrant segments. TBWA\Kuala Lumpur was also reappointed last November to manage U Mobile’s postpaid segment. Rouge by Entropia, Havas, Isobar’s IF Interactive, IPG Mediabrands, and McCann were vying for the account.