Staff at advertising agency Naked Communications find it simply impossible to cover up their creative side. And with the firm's innovative approach it is easy to see why high-profile clients such as Orange, Coca-Cola and Boots are lining up for its services. To launch a Reebok initiative aimed at getting people off their sofas and into sport, for example, they had people driven around on a motorised couch.
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Our Industry Profile takes a look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry. We help clients figure out how to best use creativity in communications to solve business problems.
When Naked Communications launched init almost single-handedly appropriated the word 'creative' for a media discipline that had previously been characterised by commoditised trading. Naked might not have invented the notion that media strategy was a standalone discipline, but it gave media thinking a credibility, a value and a magnetism for brilliant talent that transformed the industry. The agency's dazzlingly brilliant trajectory and subsequent demise infer that its relevance was limited to a moment in time. Here, its alumni explore what made Naked special and why its legacy is still very much alive and thriving.
Naked is an award winning creative agency best known for disrupting the global advertising business at the turn of the century with the simple idea that a brand is not the sum of its advertising. Today they are a global network of diverse talent focused on creating integrated strategies and creative marketing solutions for the digital age. Naked is a creative business that has been built to better help clients navigate the modern communications landscape.
Naked Communications is planning to open up to three new offices in markets across the world over the next 12 months. He says it is also seriously looking at Stockholm in Sweden and plans to expand in the US. It already has an office in New York, but it is looking at opportunities along the West Coast and in Chicago.
Naked Communications is closing the shutters on its London office, 17 years after the agency was created. The move comes shortly after Naked, owned by Australian network Enero Group, closed its New York office after more than ten years. Following the contract with Virgin Atlantic terminating on 31 March, it is understood that the agency did not have any other clients and has now folded the operation into another Enero unit.
What a difference half a year makes. The management team here in Naked New York has really stepped up their efforts to improve all aspects of the company and it really shows. First and foremost, we're winning new business.
The work is about a new font which aids learning. In the Direct Lions, celebrating targeted and response-driven creativity, 2, entries were received and 42 Lions awarded: one Grand Prix, five Gold, 12 Silver and 24 Bronze. It had everything. Targeting, amazing execution, a clear call to action and results.