Entropia has expanded its offering into three different new entities aptly called Entropia Blanc, Entropia Noir and Entropia Rouge. These entities will be customized to current offerings and conflicts management. Entropia Blanc and Noir are currently housed in separate offices with its own legal entities. While Entropia Rouge will be operational in the third quarter this year.
In a statement announcing the new offerings, Prashant Kumar, senior partner at Entropia, said that the agency is in the midst of a re-organizing the teams, based on the type of talent, tools, and work processes required.
Entropia Blanc was setup earlier this year to cater to clients which own a majority share of the market. Blanc will focus on expanding the category, creating new usage and staying a step ahead of its competitors. Noir is designed for clients who are challengers in the market. This refers to clients whose primary focus is being the market leader, with a continuous need to innovate. While Rouge is designed for clients which are disruptors in their respective category, with relatively small share of the market but are risk takers looking to disrupt the incumbents.
Kumar added that Entropia sees this new approach as a natural, responsive, and customized. Through the new offerings, it hopes to personalize as per category involvement, purchase frequency, product lifecycle, and audience.
“These are tough times for the economies in Asia, and the time for one-size-fits-all, assembly line offerings is over. It should be no surprise that media and communication must derive from marketing. Just as the marketing play changes depending upon market status, ambition and risk appetite – the strategy for investment allocations, the risk and return profile of ideas and innovations must change too,” Kumar said.
Entropia currently works with more than 15 clients, which cpunted brands such as Tesco, Nippon Paints, PepsiCo bottler Etika, AIA, KFC, Sime Darby, Air Asia and among others.