Former Ingenuity MD Neeraj Gulati re-joins Prashant Kumar at Entropia

Former IPG Mediabrands Ingenuity managing director Neeraj Gulati has been reunited with his former boss, Prashant Kumar, after joining independent agency Entropia to lead its digital transformation.

Gulati worked with Kumar at IPG Mediabrands for almost seven years, setting up Rally in 2010 – IPG’s first social media agency in south east Asia – before establishing Ingenuity for IPG in 2013.

Ingenuity was later rebranded Ansible, which itself was folded under the Reprise umbrella earlier this year.

Gulati left IPG in April 2016 to setup Bookyboo, a personalised storybook platform in India.

Neeraj Gulati

In new role, he will lead a team of designers, content strategists, analysts and project managers to develop Entropia’s digital transformation.

He will report to Kumar, Entropia senior partner.

Kumar, who left IPG Mediabrands in early 2016, described Gulati as “one of his kind”.

“His ability to handhold clients on their often tricky transformation journey, combined with his positive energy and entrepreneurial agility make him a truly exceptional leader,” he said. “It’s absolutely heartening to welcome back Neeraj, as we look to scale up our business from a mid-sized one to a large group.”

Gulati said joining Entropia was like “coming home”.

“Entropia has taken an uncharted and fearless path, and in a very short time has built an organization that’s delivering the future with scale and consistency,” he said.

In an interview earlier this year with Mumbrella Asia, Kumar said the Entropia team had experienced “one of the fastest 18 months of our lives” such had been the rapid growth of the agency.

“Starting from scratch, we were able to tell clients we were bringing something new to their business,” he said. “So our growth came from winning business from other players.”

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