Naked to back independent shop called Lunch

LONDON - Naked Communications and Posterscope are backing the launch of an agency called Lunch.

Lunch, which is fronted by Sav Hadjigeorgiou, the former European marketing director of MTV, and Malcolm Cox, the former marketing director of Emap Performance, will specialise in executing PR, promotional, event, web and content activity.

The agency is independent but will be based at Naked's London office. Both Naked and Posterscope have taken an interest in Lunch.

Lunch, which calls itself a brand activation agency, will work for its own clients but will also provide support for Naked and Posterscope clients. Naked will be able to offer its clients access to execution of strategic ideas. Lunch's launch clients include Bacardi, H&M and 118 118.

The agency launches with a senior team of seven staff, led by the founding partners Hadjigeorgiou and Cox. Hadjigeorgiou spent six years at MTV after spells at the promotions agencies KLP and The Marketing Depot. Cox was at Emap for 14 years, where he launched the Kiss brand and developed the marketing strategy for brands including Magic and Kerrang!.

Lunch is structured around teams of creatives and project managers. Other founding staff include the creative producers Hannah Measures and Juliette Hughes, both former Naked employees.

Lunch hopes to capitalise on what it sees as inconsistency in the delivery of PR, promotional and event ideas that bring brands to life.

Cox said: "There has been a shift in the needs of clients without a shift in the agency world. Lunch aims to mirror more closely the needs of 21st-century marketers."

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