Entropia lands Tesco Malaysia business

In a major coup for the new media agency meets consultancy, Entropia has won the Tesco media planning and buying account in Malaysia.

The agency co-founded by Prashant Kumar, until recently the KL-based regional boss of IPG Mediabrands, claimed the sizeable media account after a competitive pitch.

Entropia claims the account from incumbent GroupM.
The announcement:
Tesco Malaysia today announced the appointment of Entropia as its new media agency, parting ways from its three-year partnership with Group-M. As part of this appointment, Entropia will be responsible for Tesco Malaysia's strategic and tactical media planning and buying in support of the retailer's consumer-centric brand strategy.

The retailer began the review in July this year, following its announcement of a major transformation to strengthen its business across 56 hypermarkets, nine express stores and market leading online delivery service.

"Tesco Malaysia is currently undergoing a business transformation journey to strengthen our business in the challenging retail industry. We have conducted an overall review of each part of our business, and that included testing the pool of media agencies in the country," said Tesco Malaysia's Customer Director, Vivian Yap.

"The quality of pitches we received were outstanding. It was a difficult decision, but ultimately Entropia showed that it understood our commitment to putting customers at the heart of everything we do. We have some exciting plans for the years to come and we believe that Entropia is the right fit to drive our strategies forward and bring them to life," Yap added.

"Throughout its 14 years in Malaysia, Tesco isn't just the leading retailer, but they have often been ahead of competition through innovation. We are honored to have been chosen as their media agency, against the biggest and the best," said Prashant Kumar, Senior Partner, Entropia.

"Winning is joy. But more importantly it's a responsibility. We hope to bring our best to raise the game," he added.

Entropia, since it launched its beta version in June, has won a series of businesses, including PepsiCo bottler Permanis' 18 brands portfolio from Carat, the prized Nippon Paints from Group-M agency Mindshare, and now Tesco Malaysia from Group-M.

In July, it successfully closed its funding, and plans to expand from 32 to a 50 people team by year-end.