Nippon Paint moves its account from Mindshare to Entropia

Eight months after appointing Mindshare as its media agency, A+M can confirm that Nippon Paint is moving its account to Entropia.

Nippon has confirmed the move to A+M. The integrated marketing services firm will work on creative, digital and media executions for Nippon. Currently, no time frame has been slatted. A+M also understands there was no pitch called.

Mindshare Malaysia had first won the account in January following a pitch which included UM and incumbent Vizeum. However, in recent times, Mindshare has seen a dramatic change in leadership.

Managing director, Varun Channa, under who’s leadership the account was won, recently announced his decision to leave the agency and is currently serving out his notice period. Stepping up to fulfill the role is Cindy Chia who has been with the agency since 1999 and has worked on many of their key global accounts over the years, such as Nestle, HSBC, GSK and Chanel.

Meanwhile, Entropia also hired industry heavy weight Prashant Kumar earlier this year. Kumar was formerly president of IPG Mediabrands in Asia world markets and CEO of IPG Mediabrands Malaysia. Also joining him most recently is also Derek Tan who led the social media practice for IPG Mediabrands and Ramakrishnan C.N. who spent eight years at IPG Mediabrands Malaysia as managing director.

Last year, Nippon Paint Malaysia Group (NPM Group), also shared its plan to achieve 50% market share in Malaysia.  According to head of marketing, Nippon Paint, Alex Yoong, plans were made to increase its brand share of voice to drive stronger brand awareness and brand recall.

Over the past year, the company has been leveraging on traditional media, digital platforms as well as its CRM touch-points to grow its market share.