MBSB Bank has appointed Entropia, part of Accenture Song, as its first-ever Media Agency of Record for all its media and advertising campaign moving forward.
Effective immediately, the agency will work with MBSB to oversee its paid media-buying strategy, planning, and execution, as well as performance measurement.
Soo Mei Goh, Principal, Integration (Media) at Entropia, part of Accenture Song, commented, “We are honoured to be part of MBSB Bank’s journey and helping them further their vision to be a top progressive Islamic bank. Marketing transformation is a continuous process, and we believe that our data expertise, creativity, and technology prowess can further boost the bank’s digitalisation focus. Although MBSB is a new player in the banking industry, it has achieved several milestones in digital banking products and innovations to provide its customers ease of access to everyday banking. We hope to catapult the brand to greater heights through this collaboration.”
MBSB Bank Berhad was established in 2018 as a subsidiary of the Employees Provident Fund (EPF), following MBSB’s acquisition of Asian Finance Bank. It has since expanded into the country’s second-largest standalone Islamic bank. With a majority focus on consumer banking, MBSB Bank also provides Shariah-compliant products and services in business banking and trade financing to its growing customer base of SMEs in Malaysia.
Azlina Mohd Rashad, Chief Corporate Officer at MBSB Bank, commented, “This is our first collaboration with an agency. As our current focus is on strengthening the brand post-pandemic, we set out in search of an agency partner to provide marketing solutions driven by innovative usage of data and breakthrough ideas.
According to Azlina, Entropia stood out with its understanding of customer data and its ability to harness it to enhance MBSB’s customers’ experience.
Entropia, handles brands in the Southeast Asia region, including BMW, Tenaga Nasional, Nespresso, KFC, Telekom Malaysia, PepsiCo, and Lazada.
