Naked Numbers will offer a service to evaluate communications effectiveness and will be headed by Scott Thomson, Starcom's former head of analytics, who becomes Naked's global head of evaluation.
The agency has also entered into a joint venture with Fuel Data Strategies, which will involve Fuel providing the analysis and modelling services to support Naked Numbers. Fuel is a London-based consultancy founded by James Harrison, Jonathan Buck and Simon Wall, all formerly of PHD.
Thomson will attempt to introduce consistent evaluation techniques across the Naked network of offices, while the Fuel tie-up will enable Naked to work on specific data and evaluation projects for existing and new clients. There will be a focus on developing new ways of measuring the effects of integrated campaigns that combine traditional and more unconventional channels.
Thomson said: "Innovative strategies that work is the mantra. Communications evaluation is due a rethink, and in a manner that crosses borders both geographically and across disciplines."
Will Collin, a founding partner of Naked, said: "Scott will be pioneering new methodologies and spreading the word around the Naked family."