AIA Malaysia puts its digital trust in Entropia

AIA Malaysia has appointed Entropia to handle its digital business following a review with two other agencies. The review 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 said contract will be for one year, Entropia told A+M.The win adds AIA to a stable of new businesses won by Entropia, which includes Etika’s 18 brands portfolio as well as Nippon Paint, Yonder Music's social media account and Tesco Malaysia.Eric Chang, AIA's 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 (pictured), senior partner of Entropia added, “We are very honoured to be embarking on a journey that places digital at the heart of an organisation that is very important to many Malaysians. We intend to bring an unflinching commitment to ‘marketing in the digital age’ rather than digital marketing.”