Interview With Niku Banaie Of Naked, Part II
They decided that the traditional buying structure was tying them down. Most agencies are wedded to production or to a media buy deal. Naked wanted to be a solutions neutral agency, wanted clients to pay for thinking, for solving problems. At the same time, as we’ve grown, we wanted to be more fluid that management consultants.
We set up on a boat and after cutting our teeth on memorable work such as ‘monkey’ on the UK’s ITV digital network, we’ve grown to 80, 45 of which are in the UK – the rest are in Sydney, Amsterdam, Oslo and Paris.