The joint planning venture between Clemmow Hornby Inge and Naked has been tasked to create an innovative communications strategy that would drive footfall to Carphone Warehouse stores over Christmas.
The strategy will develop the "for a better mobile life" positioning established by CHI's TV ads for the brand. Naked Inside has already earmarked point-of-sale and street marketing as the preferred media for the initiative.
The appointment coincides with Tim Allnutt's first week at the helm of Naked Inside. Allnutt was appointed in August from Initiative, where he'd worked as the planning director. Naked Inside now joins Unity Three and Tri-Direct on Carphone Warehouse's planning roster. The media buying account, held by Matter Media, is unaffected.
Allnutt said: "It is a great first brief to be asked to develop something completely original that takes the Carphone Warehouse big idea and evolves it into on-street and in-store ideas."
Carphone Warehouse was CHI's founding client. The account moved from TBWA\London with the CHI partners Simon Clemmow and Johnny Hornby when they left the agency in the summer of 2001.