ENTROPIA Noir wins pitch as Axiata’s AOR

ENTROPIA Noir confirmed as Axiata’s digital agency, M&C Saatchi confirmed as Axiata’s creative agency

Axiata Group Berhad one of Asia’s largest telecommunications groups has chosen ENTROPIA Noir as its agency of record for all things digital.

ENTROPIA Noir’s scope includes digital creatives, websites, apps, and social media, across Axiata corporate, digital businesses as well as its enterprise businesses.

In this role, Noir & M&C Saatchi will collaborate, with the latter recently being re-confirmed as the Group’s creative agency.

In ENTROPIA and M&C Saatchi were selected in the final round to jointly serve Axiata’s brands in a highly-contested pitch in late 2017.

“Axiata is developing rapidly into a next-generation digital champion to serve the needs of our vast base of consumer and business customers across the region.

“We are excited about what Entropia has to offer towards achieving that vision,” said Dominic Arena, Axiata’s Group Chief Strategy & Marketing Officer.

“The future of Telecom business sits on the cusp of anticipatory intelligence, pervasive platforms, and next-generation creative experiences – areas we designed ENTROPIA to help deliver. We are proud to be a part of that future with Axiata,” said Prashant Kumar, Senior Partner ENTROPIA Group.

“Axiata is a homegrown Asian multinational champion, and it epitomizes world-class excellence coming out of Malaysia.

“We are honored to bring our digital-first approach to help them carve a new future for their businesses,” concluded Ramakrishnan CN, Partner, ENTROPIA Noir.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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