The Naked communications strategy brand has undergone some significant changes since the business was acquired in 2008 by the Australian marketing group Photon, now known as Enero. Its original core offering of "media-neutral" planning was widely adopted by other companies, forcing Naked to develop new skills, primarily in creative advertising, in order to survive. As a result, the current agency bears little resemblance to the original model. That evolution towards creative services prompted the effective termination of Naked's original London office, following merger with digital subsidiary Hyper to create (for a while at least) Hypernaked. A similar change gradually spread to other corners of what was at its peak a network of 16 international outposts. However, the shift of direction never really took off, and as of Spring 2017, only three offices remain, two in Australia and an affiliate in Japan.
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Adbrands Weekly Update 6th Apr 2017: So farewell, Naked. Once one of London's most admired marketing agencies, Naked is to finally shutter its London office, a few weeks after the New York office also closed its doors. At its peak, Naked managed a network of 16 offices around the globe, specialising in "media-neutral" media planning. However, that discipline was quickly adopted by other agencies offering a broader range of services, and Naked was also hamstrung by the financial problems endured by Australian group Enero (previously Photon) by whom it was acquired in 2006. The global network was gradually scaled back, at the same time as Naked broadened its approach to offer creative services as well as planning. That failed to catch on in most markets except Australia, where two offices remain, for the time being. There is also an affiliated outpost in Japan.
Adbrands Weekly Update 9th Oct 2014: Naked took another step in its transformation from media strategy network to full-service agency with the appointment of Izzy DeBellis as group chief creative & strategy officer, working from the network's New York HQ. He joins from KBS, where he was joint CCO until a reorganisation last month.
Adbrands Weekly Update 21st Nov 2013: Jon Wilkins, the last of the three original founders of seminal planning agency Naked, announced his departure from the agency after almost 14 years. He launched the business in 2000 with partners John Harlow and Will Collin, and negotiated its acquisition to Australian marketing group Photon (now Enero) in 2008. Harlow left in 2009 (and tragically died earlier this year); Will Collin resigned in 2011. The agency has changed significantly since its inception, and is increasingly being repositioned as a full-service agency, offering creative services alongside its original speciality of planning.
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