U Mobile picks Publicis Malaysia for brand relaunch

The relaunch is effective immediately and will cover all aspects of the brand's 2G and full spectrum 3G products and services. Publicis will be tasked to reposition the mobile phone company following its recent partnership with Singapore Technologies Telemedia (STT).

"We love challenger assignments and U Mobile promises to be a very exciting project. The management team has big ambitions for the brand and hope to give Malaysian consumers a clear alternative to the current incumbent brands," said Dean Bramham, CEO Publicis Malaysia.

The 3G mobile phone company, which entered the market in 2007, recently partnered with Temasek Holdings unit STT following Japan’s NTT Docomo and South Korea’s KT Freetal departure from the company in September 2009.

STT has a 33 per cent stake in U Mobile worth RM 625 million (approximately US$200 million) as part of its commitment to widen its reach into Malaysia’s telecommunications market.