‘To make sh*t happen, you need to excite people’: A few things I learned at Naked
Communications agency, Naked Australia, celebrates its 20th anniversary this year. Here, Thinkerbell co-founder, Adam Ferrier, shares the lessons he learned during his time there.
Warning: Explicit language ahead!
After Wednesday’s sessions at Mumbrella360, we are hosting a get together to celebrate Naked Australia’s 20 year anniversary. Have a look at the alum of Naked for a bunch of talented motherfuckers. Pauly Grant is one of the top dogs of Publicis APAC, John Halpin is running Group M in NZ, Imogen Hewitt is running Spark, Rob Perkins and Lach Hall founded two of the most exciting businesses in the world (OMG Yes! And Vacation, respectively), Ian Perrin loves doing Speed, Zoe Scaman has a global voice of influence, and just about every in-house creative agency has a Naked person at the helm.
The impact of Naked goes far beyond the relatively small company it always was. Globally, and locally, Naked punched way beyond its weight and helped the careers of most those who went there. Here are the three things I learnt over my nine years there:
- The brand drives the business: Naked knew that ‘everything communicates’ and everything the business does is the brand. From invoicing, to staff uniforms, the product, the packaging, it’s all brand led. The deeper into the company the brand runs, the more value you’ll create. Naked both practiced and preached this, and people who have been there get it. Unfortunately so many in the industry still think ‘brand’ is ‘ads’. Designing brands from the inside out is now common language, those at Naked got a head start.
As a freelance account manager in there for a 6 month contract, I can absolutely support the internal energy that was present. Both from a work output, a culture, a staff engagement and the drive to get good stuff to happen – it was a blast!
I remember I gave a leaving speech as a freelancer that dragged on as I just had so many good things to say