MBSB Bank hires Entropia as media agency in bank's first ever agency partnership

MBSB Bank has appointed Entropia, part of Accenture Song, as its first-ever media agency to bolster the financial institution’s awareness and penetration in the market. Entropia will work with MBSB Bank Berhad to oversee its paid media-buying strategy, planning and execution, as well as performance measurement.

MBSB Bank Berhad was established in 2018 as a subsidiary of the Employees Provident Fund (EPF), following MBSB's acquisition of Asian Finance Bank. It has since expanded into the country’s second largest standalone Islamic bank. With a majority focus on consumer banking, MBSB Bank also provides Shariah-compliant products and services in business banking and trade financing to its growing customer base of SMEs in Malaysia.

Azlina Mohd Rashad, chief corporate officer at MBSB Bank, said that this is the banks first collaboration with an agency. With a focus on strengthening the brand post-pandemic, MBSB Bank set out in search of an agency partnership to provide marketing solutions driven by innovative usage of data and breakthrough ideas, Azlina shared.

“Entropia stood out with its understanding of customer data and ability to harness it to enhance our customers’ experience. We look forward to working with Entropia’s diverse talent to bring a fresh perspective and to propel the bank forward in these challenging times. For a new brand like MBSB Bank, visibility is key among Malaysia’s thriving population, and while building our financial technology capabilities, we hope to be top-of-mind whenever consumers consider a progressive Islamic bank for their financial needs,” she added.

Soo Mei Goh, principal, integration (Media) at Entropia, part of Accenture Song, said, “We are honoured to be part of MBSB Bank’s journey and helping them further its vision to be a top progressive Islamic bank.”

Goh added that marketing transformation is a continuous process, and that Entropia believes that its data expertise, creativity, and technology prowess can further boost the bank’s digitalisation focus. “Although MBSB is a new player in the banking industry, it has achieved several milestones in digital banking products and innovations to provide its customers ease of access to everyday banking. We hope to catapult the brand to greater heights through this collaboration,” Goh said.

Some of the other brands Entropia works with in the Southeast Asia region, include BMW, Tenaga Nasional, Nespresso, KFC, Telekom Malaysia, PepsiCo and Lazada.

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