Mobile telecommunications service provider U Mobile has called for a creative pitch for its prepaid segment, as well as a media pitch for its entire portfolio. Both appointments will be for a year with the option to extend for another. U Mobile has confirmed the news to A+M.
Agencies vying for the creative pitch are incumbent BBDO, Ogilvy, The Clan, Society and TBWA, which is also the incumbent for U Mobile's postpaid segment. The three agencies vying for the media pitch are incumbent BPN, Entropia and OMD. Creative work for the prepaid segment will roll out in January 2018 and U Mobile's spokesperson said the pitch will conclude in a few weeks' time.
In June this year, BBDO Malaysia and U Mobile partnered with one of the country’s local rock bands, Kyoto Protocol, as part of the telco’s Hari Raya campaign. The campaign consisted of a music video, directed by Laura Low and produced by Wayang Works. In the video, Kyoto Protocol sings their rendition of “Maafkan Kami”, with the lyrics cheekily changed to reflect the campaign. The song was selected to be part of U Mobile’s Hari Raya campaign because it speaks of the qualities celebrated during Hari Raya, such as forgiveness and humility.
Meanwhile last year, former head of marketing communications, brand and digital Schrene Goh left the company for Malaysia Airlines.