Naked founder Jon Wilkins heads to Sydney for major Photon role

Jon Wilkins, one of the trio whose creation of the communications agency Naked helped change the global media planning landscape, is to move to Australia, the company announced to the ASX today.

The gravitas that 42-year-old Wilkins will bring when he arrives early next year will be a massive asset for Naked’s Australia operation which lost local co-founder Mat Baxter earlier this year.  

Naked was founded in the UK in 2000 after Wilkins – along with John Harlow and Will Collin – worked together at media agency PHD.

The trio’s sucess at Naked was based on leaving commoditised media buying to traditionalmedia agencies and focusing on the strategy behind a central communications idea. The agency launched offices in ten countries around the world. Last year, they sold Naked to Sydney-based Photon for $37m.