Tenaga Nasional shifts integrated marketing duties from IPG Mediabrands

Tenaga Nasional (TNB) has shifted integrated duties comprising creative, media and digital to Entropia from IPG Mediabrands, following a pitch called last October which saw IPG Mediabrands defending the account and VMLY&R vying for it. The appointment is for two years, A+M understands.

A+M also understands that Entropia was appointed because of its strong strategic thinking, its understanding of the new age perception, its commitment to the future and having its finger on the pulse. TNB consolidated its creative, media and digital briefs with IPG Mediabrands in 2017. Prior to that, the former incumbent on the creative account was Leo Burnett. That same year, TNB also named Bhattacharya to her current role.  Since the appointment, TNB and IPG Mediabrands have gone on to produce memorable spots, such as this year's Chinese New Year VR spot, as well as last year's Deepavali film. A+M has reached out to Entropia and TNB for comment. IPG Mediabrands deferred to TNB for comment when approached by A+M.

When TNB first called for the pitch, it was criticised by the Association of Accredited Advertising Agents of Malaysia (4As) for being "unreasonable to demand" a non-refundable tender fee of RM5,000 per agency for its creative and media pitch. The fee was part of TNB's procurement requirement for all parties that wish to submit their credentials at the request for information stage.

Related article:
Behind Tenaga Nasional's CNY ad: The flexibility of festive storytelling
4As speaks out against Tenaga Nasional for demanding 'unreasonable' RM5k tender fee
Tenaga Nasional throws weight behind national hockey team with 'Hokita'
Tenaga Nasional hands IPG creative, media and digital duties
Leo Burnett strategy lead Sutapa Bhattacharya heads to Tenaga Nasional