U Mobile selected TBWA\Kuala Lumpur to manage duties for its prepaid segment for a year, with an option to extend for another year.
TBWA is already handling U Mobile’s postpaid segment.
Other incumbents who were vying for the opportunity include Entropia, Havas, Isobar’s IF Interactive, IPG Mediabrands, and McCann.
U Mobile’s head of marketing services Jenny Chin spoke to MARKETING magazine.
“We weren’t originally planning to award one agency with both Prepaid and Postpaid creative portfolios. However during the pitch, it was clear that TBWA was the closest match to our disruptive and quirky brand.
“We are looking forward to launching more disruptive campaigns that will further push U Mobile’s position as the telco that is made for unlimited.”
Chin added that the creative pitch was specifically for the prepaid segment and that TBWA was already handling their postpaid portfolio which meant they would now be doing both.
Currently U Mobile’s digital financial services segment is handled by Isobar. It’s social segment is handled by Reprise Digital, media by BPN and OOH by Brandscope Malaysia.
U Mobile’s social pitch has six agencies vying for the account with results still pending.
U Mobile also has an e-wallet with GoPayz which offers digital financial services such as insurance and unit trust investments and is able to make local and overseas payments, as well as reward points.
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