Entropia Group has appointed Syahar Khalid as its partner for integrated media, where he will be tasked with translating actionable trends and insights into media strategies and executions that drive curiosity and conversations for Entropia’s clients. Syahar will report directly to Entropia founder, Prashant Kumar.

In a statement to A+M , Michelle Esau, director of brand marketing at Entropia, said the appointment is a local one focusing on the Malaysian market and businesses handled from Malaysia. She added that it is an essentially new role, and the portfolio was previously managed by Ramakrishnan C.N, partner in integration at Entropia.

According to a press release, Syahar’s role will further boost Entropia’s strategy to continually deliver the future through innovative advancements in consumer experiences and data-driven creatives. Prior to his appointment at Entropia, Syahar was the managing director of programmatic advertising and marketing solutions company, The Studio by CtrlShift. He led the global digital transformation and acceleration of Malaysia Airlines, as well as Nestle Malaysia to grow their digital investment and eCommerce revenue share. Syahar was appointed senior director of business development at CtrlShift in 2017, and previously helmed the role of general manager of marketing and branding at Al-Ikhsan Sports.

Syahar tells A+M that his vision for the company is to essentially redefine marketing and customer experiences in the markets that Entropia operates in. He added that he is looking forward to complement the fundamentals that have been established at Entropia with his marketing experience, to help drive clients into the future.

Syahar said with consumers and technology evolving significantly, innovative marketing strategies, tools and executions should be at the forefront of the evolution. "That’s where Entropia gets it right – with its white sheet approach and track record of delivering impactful and iconic marketing solutions for clients. I’m looking forward to adding my own perspective to the mix," he added.

Kumar said Syahar understands media, as well as the creative that goes with it, and brings to its clients a unique blend of both client-side and agency experience. “It’s high time integrated media services are led by leaders who have native credibility in the digital and eCommerce arena, yet understand the time and place for all media. We believe that the future of media services lives at the intersection of these disciplines, and we’re excited about how he can enrich our leadership constellation," Kumar said.

Last month, Entropia launched “Entropia Empathy” – a specialist offering that consults clients on infusing purpose into brand and business behaviours, to promote the United Nations Sustainable Development Goals (SDGs). Entropia Empathy was said to help organisations map out the ‘why they exist’, as well as to engage and inspire their stakeholders to join their cause, while simultaneously increasing customer satisfaction. Some of the brands that Entropia work with are KFC Malaysia, Grab, AirAsia, and Pepsi.

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