Or not. “Naked” is the name of a new consulting firm that basically analyzes the media strategies of a company’s advertising campaigns. They call themselves “media agnostics” because they don’t favor one media over another nor do they buy media, according to a New York Times article. Not surprisingly, ad agencies dislike Naked because they cut into their revenue and question their strategies. The thing is, it’s the clients that have turned to Naked, and some big ones too (Kimberly-Clark, Coca-Cola and Johnson & Johnson).
Personally, I’m in favor of using a company like this. I think there are too many CEFs (Chief Executive Fogies) on the client and agency side who still presume TV is the golden ticket and every other media is ancillary. Or that all creative work within a strategy should be identical to one another, regardless of media. I’m going to assume that if you’re reading this, you’re in “the business”. Would you be in favor of getting “Naked”?
Ron Lee – Fully Clothed Copywriter
As a new member of Yaffe I want to voice my agreement with the comments from Ron and Mike.
First Ron: You are so right and the market has proved the overwhelming success of having the RIGHT message through the myriad of media channels that personally engage with the consumer. Today it’s all about clever (not expensive)thinking and the right mix of personalized communication. The whole philosophy of good advertising has changed to getting personal and involved with the consumer which needs to be a more intimate conversation than repeated national messages.
In this environment the smaller agencies have an advantage in adapting to this change in how we are able to communicate today. Good ideas can come from anywhere in the organization to make the work more effective. Now the challenge is how to speak one on one…. with meaning.
This brings me to my comment on Mike’s point: you must relate and be meaningful to your audience. We need to relate to our consumer’s needs and passions through new partnerships and lifestyle promotion which flies in the face of network commercials.