Entropia hires Wai Khuen Yee as ECD

Entropia has hired Wai Khuen Yee (pictured) as executive creative director in an addition to its leadership line-up. In this role, he will lead a team of ten creative directors ranging across creative disciplines such as campaign, content, CRM, UX, experiential design, and personalisation.

He will be reporting to Prashant Kumar, founder and senior partner of Entropia. Prior to the appointment, Yee spent two years as the executive creative director for Y&R Hong Kong. Before Y&R Hong Kong, Yee earned nearly two decades of experience in creative roles -online and offline - in agencies such as M&C Saatchi, BBDO/Proximity, Ogilvy and Naga DDB. He has worked in markets such as Hong Kong, Singapore and Malaysia.

“Entropia is a white sheet effort to reappraise the role of creativity in the age of data and marketing automation. How can brands retain their magic in the popular culture and imagination despite such complex cluttered lives, that people lead, is a central question of marketing today I am excited to be a part of an ecosystem that is keen to find that answer for our clients in ways - that are both original and rigorous,” Yee said.

Kumar added: “Yee’s deep creative experience in both online and offline sides of the world, puts him in a unique place to bring together the magic of old world craft and storytelling in combination with new age creative vocabulary.”

“Creativity has nine lives in Entropia, and Yee has lived it all. He has seen the best, and been the best. Together with our partners, we hope he can help further boost our commitment to our clients’ businesses,” Kumar said.