Skrine acted as Malaysian counsel for Global Fortune 500 company Accenture in its acquisition of Kuala Lumpur-based full service marketing agency, Entropia. Entropia specialises in building digital experiences for brands, with core capabilities across consulting, customer experience, commerce and communication.
 
This transaction marks Accenture’s first acquisition in Southeast Asia. According to Accenture, Entropia is one of the fastest-growing international media and advertising agencies. It has a big-data offering, Sentient, designed to help brands best utilise their customer data, and in the past year has developed skills across new technologies such as internet of things (IoT), extended reality (XR) and artificial intelligence (AI).
 
The Skrine deal team was led by M&A Partner Fariz Abdul Aziz who was supported by Associates Ann Marie Siaw, Jeralyn Kan and Ting Shi Jing.
 
Media coverage of the transaction can be accessed at:
 
https://www.theedgemarkets.com/article/accenture-marks-southeast-asia-foray-acquisition-klbased-entropia

https://www.businesswire.com/news/home/20210602006142/en/Accenture-Interactive-Expands-Experience-Led-Transformation-Services-in-Southeast-Asia-with-Acquisition-of%C2%A0Award-Winning-Agency%C2%A0Entropia