These Planners Wear No Clothes

According to Adweek’s exploration of Naked’s explosive U.S. growth, the ascendency of communications planning in this nation is now underway.

Naked is eyeing a major U.S. expansion for 2008. It intends to open offices in Los Angeles and Chicago to complement its New York outpost, another sign that communications planning is gaining favor here after catching on in Europe a decade ago.
Since opening its doors 20 months ago, the New York shop has grown from its three founders— M.T. Carney, Paul Woolmington and Neal Davies—to 40 employees. More than a dozen are now dedicated to the Johnson & Johnson communications planning assignment that the shop was awarded last month.

Carney said her team challenges conventional notions about why and how customers use products, and that it’s critical for clients to have up-to-the-minute insights about a brand’s core target—such as how they think about themselves, interact with peers and use media. In today’s world, insights become outdated quickly, she said.
In addition to J&J, Naked clients include Coke, Nike, American Express, Coty and Lugz.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.