We need new models, not Naked 2.0

Jen Davidson’s thoughtful article last week on the potential return of Naked 2.0 has sparked plenty of conversation about future agency models and how we adapt in an ever-changing landscape. Having been part of Naked 1.0, and trying to replicate its best bits ever since, I couldn’t resist responding. But before we posture about the future, it’s worth revisiting why 1.0 failed in the first place.

There were two major factors unrelated to the model itself. First, the business was sold to the wrong acquirers, with Photon entering a death spiral. Second, the GFC created significant financial pressure across the industry, including for Naked.

These pressures exposed a third issue: building a sustainable, consistent, and profitable model not tied to executional output. In strong economic conditions, clients were comfortable with a strategy-led model directing a village of specialist executional agencies, creative, media, PR  and digital, to deliver agnostic, strategically grounded work. ‘Share a Coke’ is a perfect example of how powerful that model could be.