Prashant Kumar to Lead Marketing Services Agency Entropia
Dated: May 28, 2016
Former president of IPG Mediabrands in Asia world markets and CEO of IPG Mediabrands Malaysia, Prashant Kumar has joined an experimental marketing services consultancy called Entropia. The name Entropia is a combination of the words entropy and utopia, which is meant to denote the movement from disorder to order. Kumar has teamed up with Zuraida Mohammad, founder of Zuezen Consulting and a former senior marketer at Telekom Malaysia and New Straits Times Press, who will be chair of Entropia.
“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.”