BMF Melbourne is now Naked Melbourne. The strategic-shop turned creative agency has taken on BMF's Melbourne staff and clients as the Enero-owned units roll into one.
The move relates to Melbourne only. No jobs have been cut and the firm said that its increased scale gives it greater creative fire power and strategic thinking.
The two had been housed within the same Bond Street offices for the last three months and Naked Melbourne managing director Tom Ward suggested that move was the catalyst for closer integration.
“We'd been working together on a few projects – Hallmark, Renault, Monash and a few others – because they had skillsets we could use and vice versa. We got talking, took it to Mat [Melhuish] and the Enero board, and everyone agreed it was a great idea with no downside.”
The move means Naked Melbourne has doubled its headcount to around 25 people, servicing around a dozen clients. Ward said there would be no redundancies.
“It's about more scale, more brains, more hands on deck, which will help us build better things for clients. There is only upside for the people we work with and for us.”
Ward said the repositioning of Naked as a full service creative agency was no longer news in the Melbourne market.
“We were probably at the forefront of the shift amongst Naked offices worldwide so it's not a new thing locally and we're just increasing the scope and scale of that operation now.
While there is ongoing debate about full service media and creative, Ward said the agency currently has no plans to formally buy media in house at this stage. “But we continue to have strong meda and comms planning – because we're Naked – it's in our DNA.”
The combined agency's increased scale means it will now also be better equipped to bring in new business, said Ward.
“We're ambitious. We want to be a successful agency and more scale will help us.”
Ward said there were no plans for Enero to replicate the model in Sydney.
“It's just a localised move. It was the perfect storm and circumstances... BMF Sydney will remain its own shop as will Naked Sydney."
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