Accenture Interactive has acquired Malaysia-based agency Entropia as it looks to expand its footprint in South East Asia.
Having already acquired Ho Communications in China and The Monkeys in Australia and New Zealand, Accenture Interactive has been on a mission to drive its growth agenda across the Asia Pacific region.
It has since launched Droga5 in Japan after acquiring the agency in 2019. In 2021, it moved Flaviano Faleiro, the president of Accenture Interactive for Growth Markets to Singapore.
“Entropia’s addition will help us deliver innovation through technology to drive commerce and growth for our clients in Southeast Asia. It’s also an exciting chapter in our journey to strengthen and expand Accenture Interactive’s presence in the region,” said Thomas Mouritzen, Accenture Interactive’s lead for South East Asia.
Prashant Kumar, the founder and senior partner at Entropia, added: “This is the perfect time to join with Accenture Interactive and raise the bar in transforming data-driven marketing for businesses. I am thrilled to have both organisations come together and expand the canvas for our people, clients and their customers.”
Why did Accenture Interactive make this acquisition?
The consultancy is seeing more consumers shift to online channels as the growth of the digital economy in SEA and the Covid-19 pandemic has forced many brands to undertake digital transformation.
Accenture Interactive believes "the foundation’ of data, tech, and marketing" as the machinery for business is even more important in the APAC region due to the diversity that is found here.
This acquisition will allow Accenture Interactive to expand its digital capabilities to meet the growing demands of its clients and lean further into its global vision “to take experiences – designed through deep human insights and powered by creativity and technology”.
Entropia has been on the rise in recent times. The agency, only formed in 2016, swept the Grand Prix, best video campaign, best cross-platform and best branding campaign at The Drum’s Digital Trading Awards APAC in 2017 (now The Drum Awards for Digital Advertising APAC).
The agency also demonstrated its agility as it was the first in its market to move to work-from-home, acting before the Malaysian government’s stay-at-home Covid-19 rules kicked in, it claims.
During the toughest parts of the pandemic, the agency said it instituted proportional pay cuts for mid and senior-level people for between one and three months; that pay is now being returned.