Between the Lines: Studying the Naked form

Naked Communications has had some notable successes over its seven-year history, but has always seemed vulnerable to the charge that its offering is flaky and not grounded in results.

It is seeking to change this with the launch of its communications evaluation arm, Naked Numbers, which will try to develop methods of measuring traditional and unconventional media working together in campaigns (page 3).

This is a welcome move and will help Naked answer its more vociferous critics. It was also inevitable given the continued industry obsession with ROI.