Best Practice

Read some thought leadership from the Entropy team below.

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The Entropy digital, content and media benchmark

The Entropy benchmark has been developed to allow you to understand how your digital, media and content programme compares to best practice in order to maximise the effectiveness and efficiency of your spend.

The benchmark has 55 dimensions across 5 categories :


  • Media
  • Creative / production
  • Measurement
  • Process, ways of working
  • Agency performance


The output will provide actionable insights to develop and modernise your media, content and digital programme. As part of our engagement we weight the dimensions to ensure that it is relevant to your business challenges and sector.


Contact us and we’ll walk you through how it works along with several case studies to bring it to life.


How to fix political ads

The Founder of Entropy Alex Tait is also the Co-Founder of the not for profit and politically neutral Coalition for Reform in Political Advertising. You can download our review of misleading ads in the UK’s 2019 general election here Illegal, Indecent, Dishonest and Untruthful, How Political Advertising In The 2019 General Election Let Us Down.


  • The review found that much of the advertising in the 2019 general election is ‘illegal, indecent, dishonest & untruthful’.
  • YouGov research commissioned by the coalition found that 87% of adults thought that ‘it should be a legal requirement that factual claims in political adverts must be accurate.’
  • The uncomfortable fact is, though, that political advertising in elections remains unregulated, and political parties appear to take advantage of that situation with some seriously misleading advertising that would normally come under the Advertising Standards Authority  hammer in any other form of advertising.

The review, the first of its kind as far as we are aware, shows examples of misleading advertising from all the main parties. Examples are included in the above  document.

The Coalition claims in the review that while this is a serious issue it is a fixable one – provided that political parties agree to be regulated then it might be possible that the ASA, or a ‘specialist extension’ could regulate this type of advertising, and calls on Lord Puttnam’s Select Committee on Democracy and Digital Technogies to bring parties together.

Viewability trading guidelines

We put together these guidelines with the UK advertiser trade body ISBA to help advertisers migrate to a model of trading on viewability.


The guidelines are a global first – no other market or consultancy has such a framework – so we want to ensure it is a dynamic document that can be updated as we get feedback from the market and as the approach is increasingly adopted. Request your  copy of the guidelines here.

The Entropy Digital Commerce Benchmark

A tool we often use as a starting point in working with you to develop your digital commerce programme is our Digital Commerce Benchmark. It has been developed by observing best practice across many market leading brands in order to serve as the gold standard for both established and challenger brands.


How does it work? Through taking the benchmark brands can identify and address under-performing areas relative to their competitors. From brands we’ve worked with benchmarking also helps significantly with internal education which is often the most challenging part of integrating Digital Commerce integration into existing business processes. There are often very few senior level executives who support the Digital Commerce agenda.


Having a clear line of sight to how competing brands are evolving their business and taking a lead is often the best way of bringing senior leadership on the digital commerce journey.


Contact us and we’ll talk you through it with some case studies.

GDPR + Think Privacy First

We’ve developed a 10 step guide for GDPR compliance specifically developed for brands. Request your copy here


Data or information governance is all too often an after-thought for many organisations. The intense competition in today’s ‘data market’ – not to mention the increase in regulator fines under the GDPR – means that many organisations will just want to tick the ‘compliance’ box and get on with business.


However, the GDPR aims to create a ‘privacy by design’ culture. We believe many brands should go further by integrating information governance in a brand’s proposition: placing data protection and privacy considerations at the heart of doing business. Entropy can work with your brand to define and integrate a ‘Think Privacy First’ philosophy.

A manifesto for ethical ads

Entropy is a founding member of the Conscious Advertising Network. In a nutshell, CAN’s mission is to stop advertising abuse, by highlighting the conscious choices advertisers and agencies can make to ensure good practice. CAN has presented its vision for advertising twice at the United Nations. 


Across all sectors of the advertising industry, modern technology has advanced so quickly that ethics haven’t been able to keep up. CAN wants to change that.


Now more than ever, brands, agencies and adtech are perfectly placed to consciously change both the way they operate and the content they produce, resulting in communication that is better for all. That’s why CAN has developed a set of six manifestos which can be integrated into your agency brief.


Entropy’s view is that CAN may not be right for every organisation and brand. However, with increasing adoption over the coming months the manifestos represent a powerful driving force for positive change in the industry and across the internet.


You can read CAN’s 6 manifestos on their site here.

eCommerce best practice guide

Entropy contributed towards eConsultancy’s eCommerce best practice guide. The guide is available through eConsultancy to their members.

The Age of Amazon

Entropy heavily contributed to ClickZ’s report The Age of Amazon: Maximizing the B2C Marketing Opportunity which is based on a survey of more than 250 North America-based business-to-consumer (B2C) marketers (across all sectors), and numerous in depth interviews with those who are actively using Amazon as a marketing and sales platform for their own brands or on behalf of their clients.


The report is aimed at all B2C-focused companies marketing and selling to consumers across a range of sectors, but is particularly relevant for those working in the consumer-packaged goods (FMCG / CPG) arena. In conjunction with the survey of marketers,  an online survey of 1,600 U.S. consumers was also carried out, looking at usage of Amazon and comparing research and buying behaviour for eight categories of retail goods.


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