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.
Digital commerce & Direct To Consumer
Best practice – media, content &
digital benchmark
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.
We work with some of the best minds in media, content, digital and data for the industry and for our clients.
We are hiring. Read about Why We’re Here and if that inspires you get in touch.
Before you contact us hear from some of our clients. We can provide more references on request.
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.
The Coalition for Reform in Political Advertising, the not for profit organisation co-founded by Alex Tait to advocate modernising the rules for political advertising, featured on BBC Breakfast, 5 Live with Emma Barnett and Politics Live amongst other programmes in the last week of the UK general election campaign. Watch some of the coverage here […]
Entropy and eCommerce-speakers.com have launched a series celebrating brilliance in eCommerce, My eCommerce Hero, with New Digital Age in part to encourage more female speakers at industry events. If you’d like to recommend someone for the series get in touch with us. You can read the latest nominees here: Sue McVie, Director, Direct to Consumer / […]
This article originally appeared in The Grocer. Many brands are getting excited about direct-to-consumer marketing – but many are also getting it wrong. Here’s why: as with almost any trend in business, there is something to it, but there is also lots of hype. With many trends in business it often goes something like this. First, the […]
We’ve launched a new resource for female marketing speakers, marketing-speakers.com. Subsequent to setting up ecommerce-speakers.com it later emerged that one of the biggest marketing conferences in Europe DMEXCO had a staggering 19 manels (as well as I’ve been told a 79: 19 male : female gender split for panels and presenters). I wrote this article about it. […]
Yes, I’m a man … but hopefully that doesn’t exclude me from talking about the topic. Last week I went through the agenda of DMEXCO, one of the industry’s biggest and most high-profile events. It is up on their website for all to see. What I found surprised me quite a bit after my own experiences […]
We’ve set up a basic site for female eCommerce speakers ecommerce-speakers.com . If you know someone who is an eComm superstar who you would recommend for speaking opportunities – or if you yourself would like to be included – feel free to forward on their details to me and we’ll add them to the site. […]
I chaired a wide-ranging discussion at DTC London on the 18th July on the topic of what direct-to-consumer brands can learn from bigger corporate brands. On the panel we had: Mark Little – ex-DTC Director at Unilever Jean Phillippe Nier – Head of eCommerce, Kraft Heinz Janis Thomas – B2C Marketing Director, Deltatre. ex-Marketing Director, […]
Facebook’s new currency, Libra, was launched last month to much fanfare. Subject to regulatory approval, it is due to come online in the first half of 2020.
Above image: Conscious Advertising Network at the UN. In the past year Entropy has been a contributing member of the Conscious Advertising Network (CAN) which launches today. CAN is a voluntary coalition of over 30 organisations set up to ensure that industry ethics catches up with the technology of modern advertising.
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 […]
