Naked hires Dawes to lead expansion

Naked Communications has hired Adidas' global head of media to lead its expansion outside the UK.

Jason Dawes joins Naked to run its Amsterdam office and spearhead its drive to win business from clients in continental Europe while forging closer links with agencies.

After an initial period focusing on Amsterdam, Dawes will work with Naked's partners on expansion into other markets. New York is likely to be its next opening.

Dawes joined Adidas five years ago from Zenith Media Worldwide where he was a media group director. He is based in Amsterdam.

Adidas, which appointed Nick Drake as its assistant global media manager last month, has yet to announce a replacement for Dawes.

Naked launched in Amsterdam earlier this year and has already worked on the relaunch of Heineken's Desperado beer brand. Dominic O'Meara opened the office and will remain at Naked.

John Harlow, a partner at Naked, said: "We met Jason and thought he'd be the right man to spearhead the Amsterdam operation. There's some interesting stuff going on there and things have evolved slightly differently for us."

"It's so rare you get the opportunity effectively to start an office that has such a white- hot brand behind it," Dawes said. "I am absolutely convinced that the time is right for this market."

Naked's operation in Amsterdam has worked on a full-service basis for Heineken, producing creative for the Desperado brand as well as offering planning advice.

Dawes is currently in negotiations with Adidas over his leaving date.