The appointment sees Cheil Singapore win its first non-Samsung client, which chimes with the ambitions of newly appointed global CEO Bruce Haines to broaden the network's client base beyond its Korean owner.
The agency has been tasked to build the U Mobile brand with a focus on the 3G operator’s product delivery. A debut campaign is set to launch in the second half of this year.
Creative work and strategy will be developed out of Cheil’s Singapore office, and account servicing handled out of Malaysia.
The appointment follows a pitch involving an unknown number of agencies. The former agency of record was Euro RSCG, which produced a new logo and a branding campaign for the telco in October last year.
Cheil Singapore wins first non-Samsung client
SINGAPORE - U Mobile, the latest operator to enter Malaysia's mobile telco market, has selected Cheil Worldwide Singapore as its creative agency.
