Wilkinson appoints Naked to Euro role

Wilkinson Sword has appointed Naked Communications to work in the UK and the rest of Europe as it evaluates the focus of its media and communications activity.

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.