Naked, which was appointed without a pitch, will advise Wilkinson on communications strategy and offer advice on brand development and new-media opportunities.
A portion of Naked's work will involve looking at how best Wilkinson can allocate marketing budgets against specific products. It is also thought to be considering a more varied creative approach beyond pan-Euro-pean TV advertising.
Wilkinson's existing agency relationships, with JWT on creative and Mediaedge:cia on media, are unaffected.
"We were impressed by Naked's innovative approach to one of the biggest challenges facing brands currently," Colin Hutchison, Wilkinson's European vice-president, said.
Niku Banaie, the Naked UK managing partner, said: "We aim to help them make a real difference with their approach to communication."
- Comment, page 40.