The former head of Rocket, John Harlow, was one of Naked's founding
Costa wanted a different creative media strategy from the one suggested by Rocket.
Laurie Morgan, the marketing director of Costa, said: 'Costa's all about
Italian heart and passion and Naked has shown us that it shares our
Rocket's media director, Jean Ash, said: 'Rocket, Costa and Mother
(Costa's creative agency) all agreed on the communications strategy put
forward, but couldn't agree on the implementation.'
Rocket was appointed to handle the account last January, alongside
Naked takes over this week and will help steer the coffee chain in a
highly competitive market, which includes other key brands such as
Starbucks, Coffee Republic and Aroma.
IPC Ignite!'s marketing director, Vijay Solanki, confirmed Naked had
been appointed to develop a new brand strategy for Loaded, working
alongside the media agency Walker Media.
Loaded was down 5.4 per cent year on year in the July to December 2000