Staff Reporters
Sep 7, 2010

BBH to launch YTL's 4G mobile internet network in Malaysia

KUALA LUMPUR - Bartle Bogle Hegarty (BBH) Asia-Pacific has been appointed to handle the launch of YTL Communications’ 4G mobile internet network in Malaysia, without a pitch.

YTL will bring in voice, data and video through its 4G services
YTL will bring in voice, data and video through its 4G services

BBH Asia-Pacific is tasked to create a fully integrated brand campaign for the launch which includes strategy, corporate identity and packaging, retail experience, communications and activation.

The launch is expected to roll out later this year, having previously been scheduled for July 2010. December 2009 saw YTL's appointment of JWT Malaysia to handle strategic communications for their 4G services. Sources say a change in strategic direction resulted in YTL's creative review.

"Opportunities don’t come much bigger than this," said John Hadfield, CEO, BBH Asia-Pacific. “Launching a superior, nationwide 4G network into Malaysia, on behalf of a true consumer champion such as YTL Communications - to say we’re up-for-it would be an understatement."

BBH will partner with three Malaysian based agencies including digital agency Agenda, media agency Carat and alpha245 for local implementation.

Said Wing K Lee, CEO, YTL Communications, "This is an ambitious project, designed to bring the first high performance and reliable 4G mobile internet to people across Malaysia. Operationally we are on target to deliver, but to succeed we must launch and nurture a brand which inspires Malaysians to seek positive change and join us - which is why we've brought in BBH."

YTL Communications, the communications arm of Malaysian infrastructure conglomerate – YTL Corporation Berhad Group, is one of Malaysia’s largest corporations. It has global investments in utilities, cement manufacturing, construction, property development and investment, hotel management and development, and information technology.

YTL's 4G aims to bring in efficiencies of voice, data and video. The company is investing RM2.5 billion (US$802.54 million) in the venture. Its partners include Cisco, Samsung, Clearwire, Intel and CGT Semiconductors. It also has tie-ups with Telekom Malaysia and Fiberail for backhaul operations.

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