Naked’s next move: Another leap to full service creative and strategy

By Paul McIntyre | 11 December 2013
Carl Ratcliff.

Naked’s new Australian boss has pledged the local arm of the global group needs “to be honest” about its full service creative and media offer and not masquerade just as a strategy outfit.

After a rollercoaster year which saw the exit of its high profile Australian founders – Mike Wilson and Adam Ferrier – Naked’s new CEO Carl Ratcliff has gone on the front foot about a “recalibrated” Naked.

“Naked needs to recognise it’s a full service agency and be honest about that,” he told AdNews. “Naked needs to recalibrate around a full service offering. We will continue to do strategic planning, media planning and strategy but it will also offer full service creative too.

“In the past Naked has done some remarkable work that’s essentially creative work and a creative solution. It’s about time everyone was honest that Naked is a very creative organisation that has been able to deliver strategic solutions as well as creative solutions.

Ratcliff said his immediate priority was to align the Australian group with “our global brothers and sisters”. “I want to leverage the enthusiasm I’ve witnessed both in New York and London. Some of the Naked offices in the past have been positioned slightly differently and have been at different stages in their cycle,” he said. “This is an opportunity globally to make sure we’re in the same place.

“That disruptive spirit that was in Naked right at the start is very much something we must keep hold of and will have to nourish as we go in to the future. The Naked brand is one that has a very strong and interesting reputation and we’ve got to keep that.”

A full interview with Carl Ratcliff will appear in the first print edition of AdNews on January 24.

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