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Entropico lands in London
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The global studio taps brand-side experience to meet growing demand for faster, more connected ways of making creative work.
Award-winning global creative company Entropico is expanding into the UK with the launch of a London office and the appointment of Evan Groll as Head of Production for the UK and Europe.
Groll joins from Square, where he led global campaigns, brand films, and long-form content across the US, UK, and Europe. His background spans both editorial and commercial storytelling, with earlier roles at VICE News and Al Jazeera, working across documentary production in fast-moving, often unpredictable environments.
At Square, he worked across international market launches, brand campaigns, and longer-form documentary series, including a multi-part project spotlighting small business owners across the US that screened at TribecaX. Much of that work focused on real people and real environments, an approach that continues to shape how he thinks about storytelling.
That shift from smaller, editorial crews into large-scale global campaigns has informed how he approaches both the work itself and the process behind it.
He joins Entropico at a moment where more brands are starting to question how creative work actually gets made.
As in-house teams expand and the boundaries between agency, production, and content continue to blur, there’s growing demand for partners who can work closer to the process, bringing creative development, production, and post into a more connected way of working. That’s the space Entropico has been building in.
With studios across Sydney, Los Angeles, and New York, the company works across both advertising and entertainment, delivering global campaigns and narrative-driven content for brands including Google, Canva, Samsung, and Square. The London office formalises an existing presence across the UK and Europe, while extending the company’s ability to operate across time zones with greater continuity.
Groll’s appointment reflects a broader focus on bringing brand-side experience into the business. “I am so excited to join Entropico and help lead their expansion into the UK and Europe,” says Groll. “We know the market is full of premium creative companies, with incredible talent and instincts. And we are eager to show and prove our place among our peers. We are expanding with intention, and an understanding that we are well positioned to utilize our global resources to support local partners in ways that not only create premium content, but also generate tangible efficiencies across budgets and timelines.
Working with Entropico from the client side, I have seen firsthand just how robust their creative offerings are. We have the ability to own the entire production pipeline–from creative development through post–whether for full funnel campaigns, lead gen, product releases, branded content, and so much more. We want to continue proving ourselves as invaluable assets for both well-established and up-and-coming brands, looking to engage with a partner who is deeply invested in their success.”
The UK office will serve as Entropico’s primary hub for Europe, with an initial focus on strengthening relationships with existing partners and building new ones across technology and consumer sectors. “Evan joining Entropico is a critical step in our global vision and expansion,” shares Entropico CFO Amit Patel. “The momentum we’ve built in the UK and Europe–including key projects with brands like Google, is now solidified by Evan’s presence and leadership. He brings the creative gravitas and production expertise needed to tap into Europe's deep talent pool and deliver authentic, scaled content that the market is actively demanding. We are thrilled to have a leader of his calibre guiding our European growth.”
The move also comes as demand grows for work that feels more grounded, particularly documentary-style and narrative-led projects that connect with audiences in a more direct way.
London’s depth of creative and production talent made it a natural next step.
"Evan brings the necessary creative authority and production expertise to access Europe's deep talent pool and deliver the authentic, large-scale content the market is actively demanding,” adds Entropico CCO Joey Hunter.
For Groll, the focus is less on establishing a presence and more on how the team works once it’s there. “There’s a huge amount of craft in this market,” he says. “The opportunity is to connect that craft with a way of working that’s more direct and more flexible.”
With its UK launch, Entropico is extending a model shaped around a changing industry. One where brands are closer to the creative, and where strategy, development, and production are increasingly happening in tandem, rather than in sequence.
