It’s been 20 years since troubled communications agency, Naked, first opened its doors in Australia, and to commemorate the occasion, its founding admen are holding a reunion at Sydney’s The Beresford on Wednesday 22 May 2024.
Launching in the United Kingdom in 2000, and in Australia four years later, Naked positioned itself as a media-neutral agency via local founders Mat Baxter, most recently the CEO of Huge, Adam Ferrier, co-founder of creative agency Thinkerbell, and Mike Wilson, now chair of media agency Hatched.
The company became Australian-owned in 2015 when Enero Group (then known as Photon Group) acquired it.
Baxter and Ferrier announced the reunion on LinkedIn this week, which was purportedly conceived of by Wilson.
“Mat, Mike, and Adam would like to invite you to a typically dysfunctional, disorganised and possibly dismal 20 year reunion,” said Baxter.
“The invite is open to everyone who worked at or with Naked or just happens to be at the Beresford Hotel.
“The invite is also open to all journalists and people who now work at WPP.”
During its heydey, Naked pioneered earned media strategy, establishing itself as a formidable force in the local market, developing cut-through work for clients including Who Gives a Crap, FBI Radio, and the Transport Accident commission.
It later became embroiled in its share of controversy, starting in 2007 when it was fired by client Diageo due to comments made by Baxter about targeting binge drinkers.
In 2013, it was dismissed by the Labor Party for soliciting free advertising and tailored articles from media outlets in exchange for an interview with Prime Minister Kevin Rudd.
Ferrier, who described Naked as “a very crazy place,” said “sure, its NPS was never that high, and its processes and operating systems were lacking, and it was needlessly antagonistic and chaotic. However, it was great fun, we did great work, and built some fantastic friendships.
“We promise it will be no worse than your 20 year school reunion (although probably not much better). If you worked at, or with Naked, or want to come along please do.”
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