Naked Communications has rebranded a fully fledged creative shop.
The media strategy agency had branched out in the last few years. That shift is now more explicit: The new look Naked Communications website identifies the company as a “creative agency”. But new boss Carl Ratcliff said that the agency had always been a creative business.
Ratcliff (formerly of BWM Melbourne, Lowe and TBWA in London) said the “creative” part was both a noun and an adjective.
“We are going to be, and always have been, a creative business able to build all sorts of creative solutions including media strategy, rather than a business with a creative department,” he said. “We are a fully fledged, fully popping creative business.
“It's been incubating for a little while and felt that after 10 years, now is a suitable time to refresh the identity.”
He added the identity is a formalisation of where the agency has been heading.
Which should, for the time being, settle the conundrum of how to classify Naked.
Locally, the operation has been undertaking an almost-forced rejuvenation with the departure of most its senior ranks in Mike Wilson and Adam Ferrier, and being caught at the centre of the Labor 'ads for comment' election scandal.
For more on the new Naked, read the AdNews exclusive with Carl Ratcliff next week.
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