Naked scoops Costa Coffee and IPC Ignite! media tasks

Naked Communications has scooped the media strategy and planning account for Costa Coffee from Rocket without a pitch, and has been appointed by IPC Ignite! to work on brand strategy for the lads' magazine Loaded.

The former head of Rocket, John Harlow, was one of Naked's founding


Costa wanted a different creative media strategy from the one suggested by Rocket.

Laurie Morgan, the marketing director of Costa, said: 'Costa's all about

Italian heart and passion and Naked has shown us that it shares our


Rocket's media director, Jean Ash, said: 'Rocket, Costa and Mother

(Costa's creative agency) all agreed on the communications strategy put

forward, but couldn't agree on the implementation.'

Rocket was appointed to handle the account last January, alongside


Naked takes over this week and will help steer the coffee chain in a

highly competitive market, which includes other key brands such as

Starbucks, Coffee Republic and Aroma.

IPC Ignite!'s marketing director, Vijay Solanki, confirmed Naked had

been appointed to develop a new brand strategy for Loaded, working

alongside the media agency Walker Media.

Loaded was down 5.4 per cent year on year in the July to December 2000


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