Entropia, launched by former IPG Mediabrands regional boss Prashant Kumar, has won the business of AIA Malaysia, after a review against two other agencies was held in September this year.
The integrated marketing services firm will work on strategy, online content, social and digital execution for AIA in support of its larger vision of embracing digital as its leading thrust.
The win adds AIA to a stable of new businesses won by Entropia, which includes Etika’s 18 brands portfolio and the much-coveted Nippon Paint, Yonder Music and Tesco Malaysia.
Eric Chang, Head of Brand and Digital said: “There has never been greater urgency for the insurance industry as a whole to take a leap forward in building relationships that matter with the digital generation. AIA’s brand strategy will continue to evolve with the times and we see Entropia as an equal partner that shares our ambition of making the complex simple and cutting through the clutter and volatility of the current times.”
Prashant Kumar, Senior Partner of Entropia, said: “We are very honoured to be embarking on a journey that places digital at the heart of an organization that is very important to many Malaysians. We intend to bring an unflinching commitment to ‘marketing in the digital age’ rather than digital marketing.”
Derek Tan, Partner Social and Content for Entropia said: “Entropia believes in AIA’s ambition to innovate where no insurance organization has gone before.
With our legacy-free made in future approach to marketing, we hope to be able to contribute towards that.”
