We provide totally impartial and transparent advice to brands.
We have no vested interests.
We believe most brands can save 5 – 15% on their marketing communications spend with no negative impact on performance.
In fact we’ll work with you to put in place some simple steps to significantly increase its effectiveness.
The future of brand advertising includes viewability trading. Get the only guidelines in the market on the topic for free here. Developed with ISBA.
Entropy was set up by Alex Tait. Prior to launching Entropy Alex led the UK & Ireland Media & Marketing Services team at Unilever where he was responsible for communications planning across their portfolio. He’s worked across diverse sectors in digital and ecommerce leadership roles having worked at brands including Kellogg’s, American Express and the Post Office.
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We are passionate about the change we want to affect – for our clients and the industry. Read some of our thoughts in the trade press.
Direct To Consumer (DTC) marketing is much talked about these days in several sectors, but perhaps most notably in FMCG / CPG. The “newness” of it can seem puzzling to those who have worked in businesses with a direct path to purchase or who have managed transactional websites. I was reminded of this as I […]
Alex Tait and Benedict Pringle have set up an independent not for profit The Coalition for Reform in Political Advertising advocating modernising the rules around political advertising. To read more about the background to this initiative please visit https://reformpoliticaladvertising.org/background/ Click here for a translation of this page in Deutsch, Français, Español, Português, Norsk, عربى, 中文, 日本人, По-русски We started the Coalition for Reform in Political Advertising in May last […]
Alex Tait and Benedict Pringle have set up an independent not for profit The Coalition for Reform in Political Advertising advocating modernising the rules around political advertising. To read more about the background to this initiative please visit https://reformpoliticaladvertising.org/background/ By Alex Tait. Originally published in The Drum. Last month MP Damian Collins called for a code for political advertising to be in […]
The Coalition for Reform in Political Advertising was set up by Alex Tait and Benedict Pringle as a not for profit organisation advocating change in the rules around political advertising. This article was first published on refrompoliticaladvertising.org in June 2018. We believe that the Vote Leave ads released yesterday by Facebook validate a four-point plan […]
Since writing this article Alex Tait, founder of Entropy, and Benedict Pringle, founder of politicaladvertising.co.uk have launched the politically neutral and not for profit Coalition For Reform In Political Advertising. For up to date news on this initiative please visit https://reformpoliticaladvertising.org/blog/ The Coalition is calling on Parliament to implement a four-point plan to reform political advertising: Legislate so that […]
entropy is a purpose-driven company. Last year we stated our purpose as ‘putting trust back into marketing communications’, and that certainly seems to have been on topic: the last 11 months have been the most rewarding of my career to date. You can read more about that here, and also some thoughts in my last […]
By Alex Tait. Originally published in The Drum. Trust has been high on the wider media agenda for some time. This year in particular, however, it is increasingly being talked about in connection with marketing communications. My former employer Unilever has been the most vocal big brand this week threatening to withdraw its advertising from […]
By Alex Tait. Originally published in The Drum. The actions the industry and brands are taking around ‘cleaning up the digital supply chain’ don’t need to be repeated here as they’ve had significant coverage in the trade press. However, although talked about in industry forums and by advertisers, in my view one of the key […]
There is certainly a lot of activity now around GDPR, but are many organisations missing a trick? Could they move forward from looking only at how to comply with legislation to thinking how they can look at the new rules as an opportunity for their brands?
There certainly seems to be a wind of change blowing through advertising at the moment.
