If this includes introducing a variation on the dominant form of communication in this sector, the global or pan-European TV ad, then Wilkinson should be applauded. Its future allocation of media budgets could well be less traditional and the scale of its digital activity may increase. But only if Naked can prove that this will provide a cutting edge.
Wilkinson Sword's decision to appoint Naked Communications looks like a wise move (page 2). In a market where it is fighting a battle with giant rival Gillette based on the number of blades in each razor, any competitive advantage it can gain will be welcome.