Accenture Interactive expands presence in Southeast Asia with acquisition of Malaysian ad-agency, Entropia

• Acquisition complements Accenture Interactive’s capabilities in CX & design
• Expands creative talent pool, allows growth opportunities for talent on both sides

Accenture today announced it has acquired Entropia, marking the first acquisition by Accenture Interactive in Southeast Asia. The acquisition cost was not disclosed. Entropia will complement and expand Accenture Interactive’s position in the market for experience-led transformation services.

Founded in 2016 and based in Kuala Lumpur, Entropia features a team of more than 210 employees skilled in scaling digital experiences for brands. The acquisition will expand the creative talent pool within Accenture Interactive and create more learning and growth opportunities for people across both organisations.

This marks the second known deal when a global professional services/management consulting firm has acquired a Malaysian-based regional company with McKinsey & partners being the first in 2017.

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Divyesh Vithlani, Southeast Asia market unit lead, Accenture said: “As more consumers shift to online channels, the growth of the digital economy in Southeast Asia has accelerated the massive disruption that brands are experiencing. This acquisition will allow us to expand our digital capabilities to meet the growing demands of our clients.”

Prashant Kumar, founder and senior partner at Entropia, said: “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.” 

Azwan Baharuddin (pic), country managing director, Accenture Malaysia, said, "The world has changed, and we need to reinvent what customer experience looks like as businesses battle for every customer. I'm excited and proud that Entropia, a homegrown advertising and marketing services agency will be joining Accenture to support our clients in creating meaningful experiences for their customers. This acquisition is part of our strategy to become Malaysia's and the region's top experience agency."  

[Ed: New para added to article.]

Picking up on this experience theme, Flaviano Faleiro, Accenture Interactive’s president for Growth Markets, adds: “The acquisition lets us lean further into our global vision to take experiences – designed through deep human insights and powered by creativity and technology – to the next level. It also helps us deliver on our growth ambitions for our people, clients and the industry across the Asia Pacific region.” 

Entropia is one of the most awarded agencies in the region, receiving accolades from local and regional publications such as Marketing Interactive and The Drum. The agency boasts an extensive track record in helping blue-chip clients, including BMW, Nespresso, KFC, Tenaga Nasional Berhad, Telekom Malaysia, and Lazada, create brand experiences with a positive impact on people and business growth.

Most recently, Entropia teamed with BMW to create an action-packed augmented reality (AR) showroom for the new BMW X5 that brought the car and its features to life for consumers on lockdown during the global health pandemic. Entropia also worked with Nespresso to localise a global sustainability campaign by collaborating with renowned Malaysian artist, Red Hong Yi, to create an art installation titled 'Kaleidoscope.'