Darwen named as MD in first formal Naked restructure

LONDON - Naked Communications, the agency launched three years ago as a radical alternative to traditional media planning and buying agencies, has imposed its first formal management structure.

The agency has promoted Tracy Darwen to be its first managing director in an attempt to manage its recent growth.

Darwen joined Naked nine months ago from Starcom Motive where she was a business director and was previously the marketing controller at Whitbread.

Naked has also promoted Craig Wills to head of business development and appointed the former Deloitte & Touche consultant Barry Dudley as its finance director.

It has also restructured into three divisions; insight, strategy and innovation. Yusuf Chuku will head the insight team. Simon Summerscales and Jon Forsyth head the communications strategy team and Matt Hardisty and Pete Lien will run innovation.

John Harlow, a partner at Naked, said: "This has been our biggest year of growth, we are not a little start-up anymore and we have some brilliant people who need recognition. It's not just about the three partners any more."

Darwen said: "Managing the business following its growth and retaining what's special about Naked is my biggest goal over the next year."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).