Let's get Naked!

Excerpts from a speech given by Mike Wilson, managing partner, Naked Communications, at an event organised by the Ad Club in Mumbai recently. (Am sharing this because this is really close to what we are trying to do.)

Naked, according to Wilson, “are creative problem solvers” with a media-neutral approach to problems. This might not sound extremely original, considering every agency uses variations of that line as a calling card. But Wilson takes pains to explain why the concept sits so well on Naked. “The reality is that creative and media agencies, because of the way they are structured in terms of their core competence and revenue-generating capabilities, have their responses to problems structured along the same lines — creative agencies will suggest creative ads, and media agencies will recommend media plans largely based on traditional media. After all, you cannot be at the top table of clients and give neutral advice if there’s no benefit in that advice for you,” he says, adding that Naked’s planners don’t think of an ad or what media to use; instead, they start by looking at the business problem. “If we think there is a problem with the product, we’ll say so. If it’s with retailing, we’ll say so. And if an ad or mainline media is the solution, we’ll say so as well. Everything that we do is strategic, based on sound understanding and insights,” says Wilson.

Wake up!

I have been wanting to kick-off this blog with this video from Microsoft. It's brilliant. More important, it nails the client's and the agency's delusions on their head! Time to wake up!

The Break Up
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