MUMBREALLA ASIA

Former Iflix creative director joins Entropia to lead new division

The former global creative director of Iflix has been tapped by Malaysian independent agency Entropia to lead its new ‘personalisation’ division.

Md Shaidik has been appointed as senior creative leader for Roxy, a division that will bring together a team of consultants, programmatic planners, data scientists, platform specialists and experience designers to focus on personalising consumer experience.

Before joining Iflix in 2015, Shaidik held roles at Milk & Co KL and Vibes Communications. He left the streaming site in November last year.

According to statement from Entropia, the division will work across “the full customer journey”, including campaigns, CRM and websites.

Commenting on the announcment, Prashant Kumar, founder and senior partner of Entropia said: “Personal is the new premium. People want to pack a lot many lives in one life. They live in a multiplicity of parallel attention states.

“Roxy would like to work with clients to help bring personalised propositions, content and creativity across their demand chain – whether campaigns, customer experience or cross-sell, to drive more growth and margins.”

Last year, Entropia launched their planning framework – Integrity – bringing together eCommerce, CRM and campaign planning under one banner.

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