Zentropy Partners is the defunct name for an existing global internet professional services company headquartered in Los Angeles, CA. The company was founded in 1995 with the aim of becoming the global provider of Internet services. For the next several years Zentropy gained recognition for excellence in interactive web-page design, notably developing the "

Nesquik Nesquik is a brand of food products made by Swiss company Nestlé. In 1948, Nestlé launched a drink mix for chocolate-flavored milk called Nestlé Quik in the United States; this was released in Europe during the 1950s as ''Nesquik''. Since 1 ...

pan-European Strategy" which would serve as a model for child-oriented website design in the UK. The company expanded and established as many as 47 offices worldwide with locations in the USA, Europe, and Australia.

Name

The name "Zentropy" is a play on the words "

Zen Zen (; from Chinese: ''Chán''; in Korean: ''Sŏn'', and Vietnamese: ''Thiền'') is a Mahayana Buddhist tradition that developed in China during the Tang dynasty by blending Indian Mahayana Buddhism, particularly Yogacara and Madhyamaka phil ...

" (the doctrine that enlightenment can be obtained through direct intuitive insight) and "

Entropy Entropy is a scientific concept, most commonly associated with states of disorder, randomness, or uncertainty. The term and the concept are used in diverse fields, from classical thermodynamics, where it was first recognized, to the micros ...

" (a measure of the amount of energy in a system that is available for work). Taken together, "Zentropy" is said to represent a concept of chaos becoming order, then becoming chaos once again.

History

The company was co-founded by Patrick Bradley and

Ryan Magnussen Ryan Magnussen is an American businessperson and media entrepreneur. He was born in 1972. In 1995, he founded Zentropy Partners, which grew to become the fifth-largest interactive advertising agency in the United States. Magnussen started Hollyw ...

in 1995. Started shortly before the internet boom of the late 1990s, from 1995 to 2003, the company designed and developed several large name Internet sites, as large corporations rushed to develop the online components of their organizations. By 1998, Zentropy Partners had purchased and incorporated the advertising firms:

Digital Café Digital Café was a new media company founded in early 1991 by Dean Hyers (creative director) and Mike Koenigs (technical director, foley, web development). It operated for 7 years independently in St. Paul before being acquired in October 1998 as ...

, Shandwick Interactive, and the French MDEO. In 1999, Zentropy Partners was purchased by the

Interpublic Group of Companies The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group and Marketing Specialists, as well as seve ...

(IPG), which merged it with six of its other web companies in an attempt to create a leading digital advertising and web development and design entity. Interpublic Group operated Zentropy Partners within its

McCann-Erickson McCann, formerly McCann Erickson, is an American global advertising agency network, with offices in over 120 countries. McCann is part of McCann Worldgroup, along with several other agencies, including direct digital marketing agency MRM//McCa ...

WorldGroup division as McCann-Erickson's "digital arm." At this time, several offices across the world took on the Zentropy branding, giving the Zentropy Partners subsidiary an international presence. Locations included Los Angeles, London, New York, Paris, Frankfurt, Madrid, Minneapolis, Sydney, São Paulo and Warsaw. Between 2000 and 2003, Zentopy Partners gained recognition within advertising circles for excellence in website design, and it came to be considered one of the leading website development and e-commerce agencies in Central London. In October 2000 Zentropy Partners entered into partnership with iSky to develop eBusiness strategies for their

Fortune 1000 {{location map+ , United States , float=right , width=400, relief=1 , caption=''Fortune'' 1000 company headquarters locations. Top 20 companies labeled, places= {{location map~ , United States , lat= 36.365378 , long= -94.217629 , label= Walmart, ...

clients. In 2001 it began developing Media Skins using

QuickTime QuickTime (or QuickTime Player) is an extensible multimedia architecture created by Apple, which supports playing, streaming, encoding, and transcoding a variety of digital media formats. The term ''QuickTime'' also refers to the QuickTime Pla ...

5. In May 2001, amongst an atmosphere of decreasing earnings and profits, IPG realigned many of its subdivisions and merged McCann Relationship Marketing with Zentropy Partners. At this time it was decided that use of the Zentropy name would be reduced and that the newly organized division would shift to operation under the name MRM Partners Worldwide, now

MRM//McCann MRM is a global direct and digital marketing agency. MRM stands for McCann Relationship Marketing. It is part of McCann Worldgroup within The Interpublic Group of Companies (IPG), one of the Big Four marketing firms. The agency builds customer ...

. In 2003 Zentropy Partners shifted its marketing strategy from traditional online marketing strategies (emphasizing customer experience, trust and usability) to emerging advertising forms and began to explore flashmobs and

viral marketing Viral marketing is a business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way th ...

. In early 2009, MRM Worldwide closed its offices at 5700 Wilshire Blvd in Los Angeles, CA.

Clients

Some of Zentropy's earliest clients included

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,Воронов, Александр.
Правила Игры. Мгновенное толпотворение
'. Kommersant-Den'gi. KDE-No.037. Pg.90. 22 September 2003.

Coca-Cola Coca-Cola, or Coke, is a cola soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries and territories worldwide, with consumers drinking more than 1.8 billion company beverage servings ...

, GM,

Johnson & Johnson Johnson & Johnson (J&J) is an American multinational pharmaceutical, biotechnology, and medical technologies corporation headquartered in New Brunswick, New Jersey, and publicly traded on the New York Stock Exchange. Its common stock is a c ...

Nestlé Nestlé S.A. ( ) is a Swiss multinational food and drink processing conglomerate corporation headquartered in Vevey, Switzerland. It has been the largest publicly held food company in the world, measured by revenue and other metrics, since 20 ...

Unilever Unilever PLC () is a British multinational consumer packaged goods company headquartered in London, England. It was founded on 2 September 1929 following the merger of Dutch margarine producer Margarine Unie with British soap maker Lever B ...

and

Microsoft Microsoft Corporation is an American multinational corporation and technology company, technology conglomerate headquartered in Redmond, Washington. Founded in 1975, the company became influential in the History of personal computers#The ear ...

. In 2001, the agency designed websites for Purina RightBites,

Good Humor-Breyers Good Humor-Breyers (Ice Cream USA) is the American ice cream division of Unilever and includes the formerly independent Good Humor, Breyers, Klondike bar, Klondike, Popsicle (brand), Popsicle, Dickie Dee and Sealtest brands. Based in Englewood Cl ...

Ice Cream, the

US Navy The United States Navy (USN) is the naval warfare, maritime military branch, service branch of the United States Department of Defense. It is the world's most powerful navy with the largest Displacement (ship), displacement, at 4.5 millio ...

, and Unilever. In 2002, it designed websites for

Reebok Reebok International Limited ( ) is an American footwear and clothing brand that is a part of Authentic Brands Group. It was established in England in 1958 as a companion company to J.W. Foster and Sons, a sporting goods company which had bee ...

and Earl Jean.
Zentropy Partners Creates Innovative Site For Denim Company
'. Zentropy Partners. 8 April 2002. Retrieved (via

Internet Archive The Internet Archive is an American 501(c)(3) organization, non-profit organization founded in 1996 by Brewster Kahle that runs a digital library website, archive.org. It provides free access to collections of digitized media including web ...

) 25 August 2010.

References

External links

Zentropy PartnersMRM//McCann official siteMRM London's site
{{Interpublic Online companies of the United States Advertising agencies of the United States Interpublic Group Companies based in Los Angeles