Hasta La Creative!

When Naked Communications launched in 2000, it almost single-handedly appropriated the word ‘creative’ for a media discipline that had previously been characterised by commoditised trading. Naked might not have invented the notion that media strategy was a standalone discipline, but it gave media thinking a credibility, a value and a magnetism for brilliant talent that transformed the industry. The agency’s dazzlingly brilliant trajectory and subsequent demise infer that its relevance was limited to a moment in time. Here, its alumni explore what made Naked special and why its legacy is still very much alive and thriving.