Naga DDB Tribal named creative agency for U Mobile’s brand and marketing services in Malaysia

Kuala Lumpur, Malaysia – U Mobile, one of Malaysia’s mobile telco providers, has named Naga DDB Tribal as its creative agency of record, entrusting the agency with brand strategy, marketing communications, and ongoing creative development.

The appointment, which follows a rigorous multi-agency pitch, officially began on January 1, 2026. Under the mandate, Naga DDB Tribal will support U Mobile’s brand strategy, integrated marketing communications, and always-on creative development across key consumer and product initiatives.

The partnership reflects both Naga DDB Tribal’s extensive experience in the telecommunications sector and a shared ambition to strengthen U Mobile’s brand presence, drive commercial impact, and foster long-term creative growth.

U Mobile’s appointment of Naga DDB Tribal comes at a pivotal time as the telco accelerates into a new phase of growth. As Malaysia’s newest 5G network provider, the company aims to enhance how consumers and businesses connect, communicate, and engage with digital services.

Bernard Lee, head of brand and marketing services at U Mobile, said, “U Mobile is pleased to appoint Naga DDB Tribal as our creative partner for our brand and marketing portfolio.” 

Lee continued, “This was a highly rigorous and thoughtful pitch process, as finding the right creative partner at this stage of our growth is critical. We were looking for an agency that understood our ambitions, from the transformation of our roaming proposition to the opportunities unlocked by ULTRA5G, and could help us translate them into meaningful creative impact. Naga DDB Tribal demonstrated the strategic depth, creative ambition, and partnership mindset we need as we strengthen and evolve the U Mobile brand.”

For Naga DDB Tribal, the collaboration presents an opportunity to redefine how telco brands engage with Malaysians, combining creativity, technology, and cultural insight to shape narratives for a new generation.

Kristian Lee, group executive director at The Foetus Group & Naga DDB Tribal, shared, “We are excited and honoured to embark on a new era with U Mobile—a brand driven by progress, innovation, and a fearless spirit in pushing boundaries. Being entrusted as U Mobile’s creative partner is a privilege and an honour we carry with purpose, aspiration, and humility. On behalf of the agency, we extend our sincere appreciation to the U Mobile team — not only for the mandate but also for the inspiring pitch brief that first sparked this partnership. It pushed our thinking, reinvigorated our talent, and reminded us of what becomes possible when a brand and agency move forward as a true collective.”

He added, “Together, we aim to shape work and deliver results that not only propel the brand forward but also open doors to new creative and commercial frontiers powered by deep and meaningful consumer insights, purposeful creativity, and cultural relevance.” 

U Mobile’s account marks the agency’s fourth major new-business win in 2025, following its Proton account and the successful retention of Astro and Prudential. Collectively, these achievements underscore Naga DDB Tribal’s evolution as one of Malaysia’s most established creative agencies, driven by innovation and a commitment to reinvention.

“For Naga DDB Tribal, the appointment represents both the unfolding of a new chapter in the agency’s rich heritage of telco expertise, as well as a future-focused collaboration rooted in a shared ambition and desire for growth…” Lee said.