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MBSB Bank names Entropia as its first-ever media agency

MBSB Bank Bhd has appointed 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.

KUALA LUMPUR: MBSB Bank Bhd has appointed 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.

Effective immediately, Entropia will work with MBSB Bank to oversee its paid media-buying strategy, planning and execution, as well as performance measurement.

MBSB Bank chief operating officer Azlina Mohd Rashad said as its current focus was on strengthening the brand post-pandemic, it had set out in search of an agency partnership to provide marketing solutions driven by innovative usage of data and breakthrough ideas.

Azlina said Entropia stood out with its understanding of customer data and ability to harness it to enhance MBSB Bank's customers' experience.

"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," she said.

Entropia principal and integration (media) Soo Mei Goh said the agency was honoured to be part of MBSB Bank's journey and help its vision to be a top progressive Islamic bank.

Soo said marketing transformation was a continuous process, and Entropia believed that its data expertise, creativity, and technology prowess would 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," she said.

MBSB Bank 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 small and medium enterprise in Malaysia.


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