U Mobile hunts for creative agency

U Mobile is on the look out for a creative agency to manage duties for its prepaid segment. A+M understands the appointment is for a year with the option to extend for another, and the job scope covers ATL, social and digital communications targeted at student, youth and migrant segments.

The incumbent on the account is The Clan which was first appointed in December 2017, after a pitch that included BBDO Malaysia, Ogilvy, Society (now known as Reprise Digital) and TBWA. A+M has reached out to U Mobile for comment.

Last month, U Mobile unveiled a brand new prepaid SIM pack Unlimited Funz, offering consumers free unlimited data for gaming, social and messaging for the most popular apps such as PUBG Mobile, Facebook, Twitter, Instagram, WhatsApp, WeChat, Facebook Messenger, imo and Viber. The new offering is targeted at mobile gamers and students.

In 2018, the telco named TBWA and Isobar to manage creative duties for its postpaid and digital financial services segments respectively, while reappointing Reprise for social duties. BPN and Brandscope Malaysia were also reappointed to manage media and OOH duties respectively.

Last year, it also poked fun at other telcos in Malaysia including Maxis, Yoodo, Digi, Celcom and Hotlink, redirecting consumers to U Mobile’s plans instead in a search engine marketing campaign. Upon doing a search of the few telcos listed above, consumers would come across a customised and cheeky ad by U Mobile.

The pitch coincides with Maxis’ recent appointment of Publicis Groupe for its integrated marketing pitch. Publicis Groupe was one of the final four teams vying for the account, including IPG Mediabrands, Dentsu Aegis Network and Team WPP.

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