Entropia, South-East Asia’s leading marketing services consultancy, has announced the addition of 32 new clients to its already impressive roster, all signed in a span of twelve months amid the pandemic.
Tapping sectors such as e-commerce, telecom, automotive, online food delivery, banking, and more, Entropia won these clients, including majors such as Tenaga Nasional, Telekom Malaysia, Bank Negara, Fashion Valet, MDEC, Sunway Pyramid, FELDA, and GSK, even though it was negatively affected by spending cuts and payment delays on several existing clients. Relying on virtual brainstorms and creative ideas exchange between teams and clients, the scopes will be spread across integrated marketing communication areas including creative, media, social, UX, IR 4.0, data, etc.
Prashant Kumar, founder & senior partner at Entropia, said, “The global pandemic has become the indisputable change agent, allowing us to launch a slew of new offerings in the Customer Experience and IR 4.0 areas, which saw promising uptakes among businesses looking to find the new normal. As a result of these, we aggressively mopped up market shares.”
Following these wins, the company is set to make up for the fractional pay cuts instituted between May and July 2020, as it fought to take control of its commercials. This affected the middle layer of its employees for one month and senior leaders for three months – the majority of which opted for a pay cut without a time cut.
Commenting on the return, Prashant added, “When people signed up to work the same hours for less money, they put their faith in our culture of shared commitment. At the end of the year, when we made some profits, we felt we ought to return that moral commitment. We feel lighter and more together.”
Entropia is also putting in place the second tranche of its Empathy Fund, where employees are encouraged to donate a small percentage of their monthly salary to help struggling households meet their basic needs. Discovered by the company’s employee community, the first internal drive collected and distributed monetary donations to 8 organisations between April-July 2020.
Pavan Kharbanda, partner, finance and corporate affairs, said, “The clean airconditioned white-collar world of marketing and advertising is always in danger of building a bubble around it. Bubbles of complacency, bubbles of self-love, bubbles of echo-back voices and boomerang perspectives. We are blessed, but there are people in our society, outside our bubble, who are struggling to cope with the pandemic damages. The Empathy Fund is a small effort by our staff, but it is also open to our clients, media partners, and the content ecosystem, who want to be a part of this initiative.”
The end of year Entropia Employee Pulse Survey showed improvement on all twelve key parameters versus a year ago, reflecting the company’s success in being able to transition to the new normal in terms of both motivation and business.
Entropia launched as a new age consultancy-meets-agency in 2016 and soon expanded to offer customer experience design, data consulting, digital transformation solutions and IR 4.0 services. With explosive growth in the four successive years of its existence, it has grown to become one of the largest in Malaysia. At the end of 2020, Entropia was declared the third fastest growing large agency in the world, in a global ranking by Adweek New York.
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