Entropia hires former APD copywriter as head of brand experience innovation

Entropia has appointed Lim Min Tze (pictured) to the newly created role of head of brand experience innovation, effective third week of August 2018. Lim will report to senior partner Prashant Kumar.She will be responsible for conceiving new-age brand experiences that surprise and inspire customers, and are delivered across journey from campaigns to e-commerce to CRM to customer service. Prior to joining Entropia, Lim led the Maxis creative team at APD and was also a senior copywriter at the agency. Kumar said Lim belongs to that generation of young creative leaders who live and breathe the vocabulary of the future."[Entropia has] built a full ecosystem to deliver brand experience across campaigns, platforms and customer experience. I look forward to the challenge and the stimulation - of both learning and origination. It’s got to be fun," Lim said."She thinks and ideates at the cusp of data, creativity and technology, and how they can be brought together to impact the way people see and feel the brands. We are excited," Kumar added.The agency also recently appointed April Toh to the role of head of account management, where she is tasked to lead the account management of the integrated services across the clients of Entropia Noir.