Essar Telecom Kenya (Yu) has signed a deal with Young & Rubicam Brands that consolidates all marketing communications activity behind the yu brand.  Wunderman, a subsidiary of Young & Rubicam Brands has handled yu’s digital advertising presence since it launched two years ago.

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’