Naked opens in the Netherlands with Heineken launch

Naked Communications is launching into Amsterdam and has been appointed to Heineken's roster in a move that sees the beer giant become its first overseas client.

The agency has been hired by Heineken to launch its Desperado beer brand in the Dutch market. The beer, a brew infused with tequila, is already popular in France.

Dominic O'Meara, a former Saatchi & Saatchi employee, and most recently a director at Asatsu's Dutch operation, will run Naked's Dutch agency. He will head a small team in Amsterdam, which will be supported by Naked's London staff when required.

The agency is also considering expansion into a number of other overseas markets. John Harlow, a founding partner of the agency, said: "This will happen in due course. We've had approaches from companies about partnerships in markets such as the US, New Zealand and Asia, and we will talk to different people about this. But we're not going to rush into anything."

Harlow said that Naked has chosen the Netherlands as its first overseas market because "it's a creative hotspot and has great ad agencies, but the other types of agencies are not so good".

Naked's work on the Desperado brand will encompass developing communications strategy and creative. It is developing a communications plan that covers retail, point of sale, street activity and above-the-line creative. It will also build a website.

The agency has also launched Naked Flame, a division that will work with clients on customer insight and brand strategy. Founding clients are BBC Worldwide and Conde Nast.

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