Q’s with…Paul Woolmington, co-founder, Naked Americas

After much speculation, U.K.-based Naked finally exposed itself on this continent, having unveiled an office in New York last month. The shop is headed by Paul Woolmington, former CEO of The Media Kitchen, and MT Carney, most recently senior partner and global planning director at Ogilvy & Mather.

After much speculation, U.K.-based Naked finally exposed itself on this continent, having unveiled an office in New York last month. The shop is headed by Paul Woolmington, former CEO of The Media Kitchen, and MT Carney, most recently senior partner and global planning director at Ogilvy & Mather.

How is Naked staffed?

We are populated by ‘brilliant misfits’- communication planners, media strategists, brand planners, account people, creative people, but they don’t carry those titles when they come to Naked. Brilliant ideas come from the fusion of brilliant brains.

What work from Naked UK really impressed you?

Naked’s an instrumental partner of Honda’s [multi-agency group] Dream Factory. With Cog, the Dream Factory, including Wieden + Kennedy, digital agencies etc., collaboratively came up with the idea of a two-minute short film … and a distribution strategy to air it 10 times in very high profile spots. Naked also recommended the creation of a DVD – a behind the scenes documentary.

Is multi-agency collaboration becoming a trend?

As opposed to the old triangulated process where advertising was at the top of the pyramid, I think a lot of ‘marketeers,’ are saying, ‘We’re the centre, we’re the integrator, and we need you guys all to play equal.’