U Mobile has appointed Perspective Strategies to manage PR and strategic communications, media relations and reputation management for all facets of all its business. The appointment is for a year with the option to extend for another. U Mobile confirmed the appointment, adding that Mutant Communications and Centriq PR were also vying for the account. Meanwhile, A+M understands that incumbent Ogilvy declined to pitch.
In a statement to A+M, Andy See, principal partner and MD of Perspective Strategies, said it is thrilled to be working with U Mobile at such extraordinary times when the marketplace is disrupted at a speed the agency has never seen before.
"U Mobile’s agility in digital and mobile services puts the brand in a very exciting space to help consumers, brands and businesses reimagine and reinvent for the future. Indeed, our work with U Mobile will need to be equally innovative as we move towards elevating communications and co-creating the narrative with stakeholders," he added.
At the same time, U Mobile is also in the midst of appointing its creative and social media agencies. The creative pitch was called in September for its overall creative communications for the telco's corporate branding. The length of appointment is one year with the option to extend for another. Meanwhile, the appointment for U Mobile's 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.
Separately, U Mobile and Singapore telco StarHub completed a multi-party roaming video conference call over 5G standalone technology in October. At the same time, both companies also ran a series of cross-border speed and ping tests.
Meanwhile in September, the telco also launched Fast Forward with U Mobile 5G live trial at Berjaya Times Square, enabling customers to experience 5G first-hand at the mall. CEO Wong Heang Tuck previously said that the company is constantly innovating and conducting various tests to find new ways to enhance its customers’ experience.
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