U Mobile picks Intercraft by Entropia Group as social media lead

Following a competitive pitch process, multiple award-winning Malaysian mobile telecommunications service provider, U Mobile, has appointed Intercraft, a division of Entropia Group, as its agency lead for all social media.

The appointment is effective immediately, with duties ranging from creative strategy, to content development, community management and social intelligence.

Committed to building continued momentum for their brand through strategic online engagement with their subscriber base, U Mobile has picked Intercraft by Entropia among a number of agencies vying for the business, including incumbent Reprise Digital, Orion, Digitas, Havas and Creative Unicorn.

Jenny Chin, head of marketing services at U Mobile, commented on the appointment, “U Mobile is known as one of the biggest disruptors in the telco market, and we were impressed with Intercraft’s great grasp of our 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.”

Intercraft is a newly-formed division of Entropia Group, the independent, new age consulting- meets-agency offering. It has clinched prestigious awards such as the such as the MARKies, Mumbrella Asia Awards, The Drum Digital Advertising Awards APAC, and the Marketing Excellence Awards.

Nikki Fok, Director, Integration at Entropia said, “Our strength at Entropia 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.”

U Mobile, founded in Malaysia in 1998, has grown from strength to strength over the past few years, and now serves a customer base of over 7 million across the country.