Accenture buys 200-strong creative and digital agency Entropia

Accenture Interactive has acquired renowned Malaysian branding agency Entropia – marking its first acquisition in Southeast Asia. 

Entropia is headquartered in Kuala Lampur with an additional outfit in the Philippines. A team of over 200 experts across both locations help a range of illustrious businesses across Southeast Asia with their branding, marketing and advertising needs. 

The firm works agile, and has a clear ethos: customer experience forms the heart of all data-driven branding, which should be consistent, creative, and simple. Noting affinity with its own ‘experience-led’ branding mantra, Accenture Interactive has chosen to integrate Entropia within its own ranks – adding a team of specialised branding experts and strengthening its presence in Southeast Asia.

“The acquisition of Entropia lets us lean further into our global vision to take experiences – designed through deep human insights and powered by creativity and technology – to the next level,” noted Flaviano Faleiro – Accenture Interactive’s president for growth markets.

“It also helps us deliver on our growth ambitions for our people, clients and the industry across the Asia Pacific region,” he added. The Entropia move follows just days after Accenture Interactive brought its global Droga5 design proposition to APAC through a new office in Tokyo – to be complemented with a China office later this year. 

A strong addition

Entropia offers inroads specifically into Southeast Asia – where it has built up a stellar presence since launching in 2016. Notable projects include setting up an augmented reality showroom for auto giant BMW – a cutting edge immersive tech experience that allowed customers to test out the new BMW X5 from the comfort and safety of their own home.

“As more consumers shift to online channels, the growth of the digital economy in Southeast Asia has accelerated the massive disruption that brands are experiencing,” explained Accenture Southeast Asia lead Divyesh Vithlani, highlighting the value of immersive tech during and after lockdown. 

Entropia has also helped specialist coffee brand Nespresso launch its global sustainability drive in Malaysia – a campaign that involved an art installation from renowned local artist Red Hong Yi. This is in addition to projects with KFC, Tenaga Nasional Berhad, Telekom Malaysia and Lazada – among other big-ticket brands.

The firm now kicks off its next chapter – as noted by founder and senior partner Prashant Kumar: “This is the perfect time to join with Accenture Interactive and raise the bar in transforming data-driven marketing for businesses. I am thrilled to have both organisations come together and expand the canvas for our people, clients and their customers.”