Marketing Featured Southeast Asia

MBSB Bank taps Entropia as media agency of record

Kuala Lumpur, Malaysia – MBSB Bank has appointed marketing consulting-meets-agency, Entropia, part of Accenture Song, as its first-ever media agency of record to bolster the financial institution’s awareness and penetration in the market. Entropia will work with MBSB Bank immediately to oversee its paid media-buying strategy, planning and execution, and performance measurement.

Soo Mei Goh, principal for integration media at Entropia, a part of Accenture Song, said, “We are honoured to be part of MBSB Bank’s journey and helping them further their vision to be a top progressive Islamic bank.”

Goh adds, “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.”

MBSB Bank was established in 2018 as a subsidiary of the Employees Provident Fund, 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. Entropia stood out with its understanding of customer data and ability to harness it to enhance our customers’ experience.”

Rashad continued by sharing, “We look forward to working with Entropia’s diverse talent to bring a fresh perspective and to propel the bank forward in these challenging times. For a new brand like MBSB Bank, visibility is key among Malaysia’s thriving population, and while building our financial technology capabilities, we hope to be top-of-mind whenever consumers consider a progressive Islamic bank for their financial needs.”