Prashant Kumar, formerly president of IPG Mediabrands in Asia world markets and CEO of IPG Mediabrands Malaysia, has joined an experimental marketing services consultancy called Entropia.Entropia is currently in its Beta phase and is slated to enter the Malaysian market in July. Entropia – a word that joins Entropy and Utopia – is meant to denote the movement from disorder to order.“The advent of deep data and marketing technology has caused massive chaos and complexity in the marketing ecosystem. However no one has the final answer to what the right way out should be,” said Prashant Kumar, senior partner, Entropia.“Entropia has started from a white sheet and seeks to reconceive what the marketing of the future could be like, by playing with different models, skills mix, structures and processes. In all humility, we don’t claim we have found the god particle. It’s just going to be a very honest, unattached and interesting exploration,” he added.Zuraida Mohamad, the chair of Entropia said, “If you look at how Accenture, Deloitte and McKinsey are approaching this space, you realize that they bring industrial size left brain analytics. The likes of Adobe, and Salesforce are focusing on automation and owning the technology default. Agencies tend to be skewed towards the right brain with a sprinkling of research and inventory play. But each one of these sectors are weighed down by legacy engagement models.”The agency hopes to bring to play an agile, hybrid and ecosystem approach, which is native to the digital age to help brands enhance human happiness."In the age of anticipatory data, Creative prototyping and curative technology, there is a historic opportunity to be different. Entropia hopes to chance upon ways we can do that – with consistency and scale,” Kumar said.Entropia - in its beta phase - has been holding a series of discussions with different data and tech players, content producers, marketers, talent and thought leaders towards that, while engaging a team of like-minded leaders from deep and diverse skills to think up new ways of doing things.
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