Entropia Rouge hires Goh Poo Eik as experiential creative director

Entropia Rouge has named Goh Poo Eik (pictured) its experiential creative director, tapping on his background in the film. In his new role, Goh will lead the agency's production team to develop digital-first solutions in the creative and audiovisual space across large-scale AV, print and digital production, reporting directly to Ramakrishnan C.N., partner at Entropia. As experiential creative director, Goh is tasked with creating brand experiences that bridge impactful, game-changing ideas and larger-than-life storytelling. He was previously director at Pluto Project and Reservoir Labs, and is experienced in film directing, cinematography and video editing. Goh said: “Entropia constantly pushes boundaries through personalisation via data and technologies such as AI, VR, AR, MR, - all critical parts of the storytelling puzzle in today’s digital era.” Entropia Rouge was unveiled in 2017 alongside two other entities - Entropia Blanc and Entropia Noir - as part of the agency's plan to diversify its offerings and manage conflicts. According to founder and senior partner Prashant Kumar previously, Entropia Rouge is designed to "breach the rules of the game". Separately, Entropia Blanc recently named Natasha Aziz its head of integrated brand experiences, where she oversees integrated client delivery covering creative, media, social, UX, CRM and analytics among others across Blanc’s portfolio of brands.