TIME dotCom concludes media pitch

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TIME dotCom has appointed Entropia to handle media duties for two years with the option to extend for another. PHD and Invictus Blue were also eyeing the account. Syahar Khalid, partner at Entropia, said TIME and Entropia is truly a match made in heaven – two highly credible and future-driven Malaysian challenger brands that are very well aligned on the importance of customer experience.

"Whilst our TIME partnership portfolio currently covers integrated media only, we look forward to further expand it to other aspects of digital transformation in the near future," he added. Entropia will work alongside Fishermen Integrated and Kingdom Digital Group's subsidiary, Rockstar Digital, which are currently managing brand and social media duties respectively. The pitch was first called in July this year and incumbent M/SIX pulled out.

Entropia was acquired by Accenture Interactive earlier this year, marking the latter's first massive acquisition in Southeast Asia. Syahar said that the marriage and new support system offers Entropia the capabilities to create even more convention-breaking solutions to delight TIME’s customers beyond the ordinary.

Separately, Fishermen Integrated was previously chosen because it is a kindred challenger with an indie spirit, while Rockstar Digital was selected due to its structured and strategic understanding of the telco landscape, as well as bold and fresh approach to social platforms.

Both pitches were called after Andrew Yeoh joined the team as head of marketing from IKEA Southeast Asia where he was previously head of marketing and innovation (shopping centre). He told A+M previously that he is thrilled to be joining a fast-growing industry and bold company, and was drawn to TIME's quick, can-do mindset.

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