29 October 2007
"KUALA LUMPUR: Euro RSCG Malaysia recently unveiled U Mobile and its brand - simply called "U" which will be Malaysia's newest 3G and Mobile LiveTV service provider...."

KUALA LUMPUR: Euro RSCG Malaysia recently unveiled U Mobile and its brand – simply called “U” which will be Malaysia’s newest 3G and Mobile LiveTV service provider.

The agency has, since January 2007, worked closely with U Mobile’s branding team to develop a truly unique brand position, brand identity, values and mission which primarily targets professional, eager go-getters aged between 20-30 years. The collaboration resulted in Euro RSCG’s strategy and creative team creating a bespoke brand identity and a logo which reflect six core values of the “U” brand - friendship; honesty; inventive; irreverent; fun and cheeky.

As the country’s newest mobile telecommunication operator, U Mobile enters the mobile market with a very unique proposition that seeks to provide customer satisfaction through mobile multimedia by combining simplicity and convenience with advanced technology and innovative approaches both for enjoyment and business.

One of the many ways in which U aims to achieve this is via its Mobile LiveTVä service which will enable users to catch the latest news or favourite TV show broadcasted live in highquality digital format to a compatible mobile phone.

At the brand launch event Dato’ Ir Rosman Ridzwan, Chairman of U Telecom Media Holdings Sdn Bhd, the holding company of U Mobile said that “U”, the brand, was conceptualised with the consumer in mind as it intends to give the consumers “what they need and not what we think they need.” He added that “technology should empower and enrich people’s lives by helping them to better use their time and resources, which is what we want to achieve through our upcoming service offerings.”

Euro RSCG Malaysia, which has recently also been appointed as AOR to support U Mobile with services including brand consultancy, plus brand and product campaigns in Malaysia and will shortly launch an integrated advertising campaign to support the new company, its brand positioning and its products.

Matthew Fanshawe, CEO Singapore and Malaysia explains: “We knew we were up against some big advertising talent to become AOR. The fact that we were successful is recognition of Euro RSCG Malaysia’s pool of innovative creative talent and advancing reputation as the full service advertising and marketing agency. We are hugely excited about the launch of the new company and brand and look forward to unveiling the new advertising campaign very soon.”

The winning Euro RSCG Malaysia team is led by Francois de Riviere, Head of Strategic Planning Kuala Lumpur & Singapore, Rajiv Lal, Managing Director, and John Teoh, Managing Partner.

About Euro RSCG Worldwide
Euro RSCG Worldwide, a leading integrated marketing communications agency and Advertising Age’s 2006 Global Agency of the Year, is made up of 233 offices located in 75 countries throughout Europe, North America, Latin America, and Asia-Pacific. Euro RSCG provides advertising, marketing services, corporate communications, and interactive solutions to global, regional, and local clients.

The agency’s client roster includes Airbus, Air France, BNP Paribas, Capgemini, Charles Schwab, Danone Group, Diageo, IBM, Jaguar, L''Oréal, LVMH Louis Vuitton, PSA Peugeot Citroën, Reckitt Benckiser, sanofi-aventis, Schering-Plough, Verizon, and Volvo. Headquartered in New York, Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (Euronext Paris SA: HAV.PA).

About U Mobile Sdn Bhdwww.u.com.my
U Mobile Sdn Bhd was formerly known as MiTV Networks Sdn Bhd which is a wholly owned communication subsidiary of U Telecom Media Holdings Sdn Bhd (formerly known as MiTV Corporation Sdn Bhd).Utilizing the same 018 prefix allocated to the organisation by the Malaysian Communication and Multimedia Commission (MCMC). U Mobile seeks to enrich the lives of consumers by making communication, entertainment and information easily accessible through advance technology on one convenient ubiquitous platform.

In April 2007, U Telecom Media Holdings penned Malaysia’s first ever nationwide domestic roaming memorandum of understanding as a precursor to an agreement with the country’s widest mobile network operator Celcom (M) Bhd allowing U Mobile’s customers to experience nationwide from day one as U Mobile continues to rapidly rollout its own high-speed mobile 3G service.

For more information and a truly enriching experience, visit www.u.com.my

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