Melbourne shopping centre Melbourne Central has enlisted Naked Communications as its lead strategic and creative agency.
Naked has won the business after a pitch, with a contract to last two years.
The incumbent on the creative account was Melbourne outfit Jane The Agency.
Melbourne Central general manager Justin Shannon said: “[Naked's] pitch demonstrated a great strategic ability balanced with some unique ideas that will help us achieve our objectives over the next 24 months.”
Naked managing director Matt Houltham said: “It's great for our Melbourne office to have such as iconic Melbourne client as Melbourne Central.”
AdNews understands the company is looking to reframe its brand, with an emphasis on digital and experiential.
The company's media agency is Neo@Ogilvy.
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