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 In today’s world, insights become outdated quickly, she said.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

Co-founder and editor of AdPulp. 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. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. “…her team challenges conventional notions about why and how customers use products…”
    And tell me again how this is so ground-breaking?

  2. The sound of her bite is not coming out right here. Carney is from Scotland, so try to reimagine it through that charming filter.

  3. Yes – she does indeed talk in soundbites (albeit with a nice Scots accent) which seem to have been gleaned from the Naked 2001 Book of Soundbites. Many were amazed by MT’s rapid ascent, until we learned she was sleeping with John Harlow(!) Good luck to Naked though.

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