Essar Telecom Kenya inked a deal with Young & Rubicam Brands that consolidates all marketing communications activity behind the yu brand, the company said in a press statemetn. Wunderman, a subsidiary of Young & Rubicam Brands, has handled yu's digital advertising presence since it launched two years ago. In Kenya, the move has been met with optimism, with analysts saying it will help continue the country's telecom success. “I am confident that this will do wonders for increasing the telecom sector in Kenya and we are all excited to see how it plays out,” said John Mason, a British citizen and telecom analyst who has lived in Kenya for two decades. Speaking at the contract signing event, yu CEO Atul Chaturvedi commented: “We expect to see our brand grow as all our communication efforts will now be consolidated under one group. Yu is a young, vibrant brand and we are looking forward to experiencing the expertise that Young & Rubicam brings to the table”. Young & Rubicam Brands Africa Chairman Chris Harrison said, “We are delighted to rejoin the telecoms marketing at a time when brand equity is at an all-time low and the major players are resorting to price cuts. There is clearly a role for better differentiation in this sector and we are delighted that the senior team at yu shares this view. We believe that yu is strongly placed to be the brand of choice for a new generation of Kenyans. We are, and always have been, in the business of building great brands for our clients.” BM
