United London sees £2m Emap Kiss account go to Odd

Odd, the creative agency backed by Naked Communications, has won Emap's £2 million Kiss account.

Odd, which has also hired Naked's head of strategy, Jon Forsyth, as its third partner, will develop a new identity for Kiss across all platforms. These include the radio station Kiss 100 FM, Kiss TV and the Kiss website.

The agency will also develop an above-the-line campaign for Kiss to run later in the year. United London previously handled the creative business, and developed Kiss 100's last big branding campaign, "Kiss 100 loves summer", in 2004.

Forsyth moves from Naked to join the founding partners Simon Glover, a product designer by background, and Nick Stickland, a former architect.

The agency has also hired the former Wieden & Kennedy creative Richard Hart as its creative director.

Odd, which is positioned as a creative-neutral agency, recently won the Lee Cooper jeans creative account and also works for the fashion store Dover Street Market.

"Odd's proposition is based on understanding the value of a communications idea and focusing on design as the most neutral method of expressing it," Forsyth said.

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