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TOP PERFORMERS OF 2002: Media Agency of the Year - Naked.
Despite its relatively small size, Naked has had a very strong year, both creatively and financially, with its proposition causing a significant impact on the industry.
Naked Communications is a relatively small agency and it doesn't buy media. Yet its influence on the UK media industry during 2002 has been truly significant. As well as performing spectacularly as a business, Naked deserves its award because its proposition is changing the way the industry thinks about communications planning.
Its key positioning, that media and communications planning should be conducted without the constraints and compromising resource of a large buying unit, aims to provide clients with the best communications solutions, whether it's a TV ad, event, new-product development or investment in customer service. 'We don't make money from what we recommend,' is its argument.
This raison d'etre chimes well with the vogue for media-neutral planning but the agency also showed in 2002 that it could clean up when it comes to more traditional media planning accounts.
Naked's second full year of operating began in storming fashion with the capture of a large chunk of communications planning business from Sony PlayStation and the task to work with Hutchison on the launch of its 3G service. The variety of its output for PlayStation, from working with its other agencies on media schedules and developing non-traditional communications channels through to new product development, showed the breadth of Naked's talents.
An impressive tally of 18 account wins were to follow, including business from clients such as Egg, Honda, COI Communications, Pedigree, Campbell's and Reebok. As a result, the agency grew from a thriving cottage industry employing a dozen or so consultants to a business of more than 30 staff.
The influence of the original founders, John Harlow, Jon Wilkins and Will Collin, is still vital to the agency but it also moved to hire senior talent from both advertising and media agencies. Key hirings included Jon Forsyth from MindShare, Rupert Slade from Initiative and Tracey Darwen from Starcom Motive.
- Honda hands Starcom and Naked pounds 24m task.(Starcom Motive, meda...
- Magazine article from: Campaign September 6, 2002 700+ words
...with the appointment of Starcom Motive and Naked to share its pounds 24...the agency's billings. Starcom Motive and Naked will look after all elements...communications. The appointment of Starcom Motive and Naked supports Honda's attempts...
- Emap Performance shifts media buying into Starcom Motive.(Brief Article)
- Magazine article from: Campaign July 12, 2002 700+ words
Starcom Motive has been appointed by Emap Performance...Performance handed its planning account to Naked from the PHD sister agency Rocket earlier this year. Starcom Motive and Naked will be responsible for developing...
- Rhodes on Starcom Motive role.
- Magazine article from: Campaign Cowen, Matthew May 12, 2000 700+ words
Starcom Motive Partnership has poached MediaCom Direct...new direct response media division, Starcom Motive Direct. Rhodes, who still has two...Mark Cranmer, the chief executive of Starcom Motive, said. "She's a top name with...
- Starcom Motive to handle direct media tasks for Ultrafones.
- Magazine article from: Campaign Cowen, Matthew July 20, 2001 700+ words
Starcom Motive Direct and Starcom Motive International have picked up the direct media planning and...million [pounds sterling] below the line in the UK, through Starcom Motive Direct. Starcom Motive International will handle the brand...
- Bulgari appoints Starcom Motive for [pound]1m UK work.(Brief Article)
- Magazine article from: Marketing Brech, Poppy November 2, 2000 700+ words
...goods brand Bulgari has appointed Starcom Motive to handle the UK planning and...believed to be worth [pound]1m. Starcom Motive won the business after pitching against one other agency. Starcom Motive International already handles...
- Starcom IP peels off from Motive to form an independent unit.(Starcom...
- Magazine article from: Campaign November 24, 2000 700+ words
...buying division of the media agency Starcom Motive, is breaking away from the main media...subsidiary has been working beneath the Starcom Motive umbrella for the past two years as...network. It has provided existing Starcom Motive clients with online media planning...
- Starcom Motive wins pitch for Gore's UK media account.(Starcom Motive Ltd.,...
- Magazine article from: Campaign April 4, 2003 700+ words
Starcom Motive has won the UK media planning and buying account for Gore, most famous for its GORE...implants, tissue regeneration and next-generation materials for circuit boards. Starcom Motive was not available for comment.
- Cadbury row over pounds 10m Corrie deal.(Starcom Motive works to renegotiate...
- Magazine article from: Marketing January 15, 2004 700+ words
...Trebor Bassett and its media agency, Starcom Motive, are locked in a standoff with ITV...sponsorship of Coronation Street. Starcom Motive, which won the pounds 21m media account...revenue, or reaching a resolution with Starcom Motive. Rival media agencies suggested that...
- Kia leaves pounds 10m media account in Starcom Motive.(Brief Article)
- Magazine article from: Marketing March 18, 2004 700+ words
Kia Motors has reappointed Starcom Motive to its pounds 10m media planning...media agencies but retained Starcom Motive because of cost and quality...to (Marketing, March 4). Starcom Motive group account director Will...
- Four-way pitch sees Ocado media move into Starcom Motive.(Brief Article)
- Magazine article from: Campaign April 16, 2004 700+ words
...pounds 1.5 million media account to Starcom Motive following a four-way pitch involving...customer acquisition at Ocado, said: 'Starcom Motive has excelled strategically and creatively...Edwards, the managing director of Starcom Motive, added: 'Ocado appointed us on the...