Adam Ferrier exits Naked Communications
Adam Ferrier, the last remaining founder of agenda-setting media strategy agency Naked Communications has quit the company.
Along with Mat Baxter, who left the agency in 2009, and Mike Wilson, who departed last month, Ferrier co-founded Naked Australia nine years ago.
The agency has also announced that Carl Ratcliff, who recently left BWM Melbourne, is to become CEO.
The agency’s point of difference was offering media strategy without media buying, which it argued led media agencies to recommend channels to clients based on self interest. The Australian operation came about four years after Naked was founded in London. But the company became Australian owned in 2008 when it was bought by the Photon Group, now Enero.
Ferrier – who is among the most respected strategists in Australia and was shortlisted as thinker of the year in June’s Mumbrella Awards – had a number of titles within the agency including global head of behavioural science and global head of strategy.
He is also an occasional panelist on the ABC’s adland show Gruen Planet.
There was no immediate word on where Ferrier would go after Naked. Previously he spent two years as a strategic planner at ad agency Saatchi & Saatchi.
Ferrier said in a statement: “I am incredibly proud of everything we’ve achieved at Naked, here and around the world. We created a wonderful working environment and we’ve produced oodles of world class, recognized and effective work for our amazing clients. Personally and professionally the time is right for me to leave Naked and pursue a new adventure which I’ll be announcing shortly.”
A qualified psychologist, Ferrier began his career in private practice and the NSW Department of Corrective Services. He has had a number of papers published in journals.
His departure – particularly so soon after the axing of fellow co-founder Mike Wilson, and the exit of global CEO Richard Dunmall, revealed by Mumbrella earlier this week – raises the suggestion that the agency is set for a dramatic shift of direction.
Although a major point of difference for the agency when it began was high end media thinking, most major media agencies have since invested in their own strategic capabilities, leaving Naked with a smaller potential market.
Enero boss Matthew Melhuish has previously suggested that he sees the agency’s future as a digital-centred agency. Melhuish – a co-founder of fellow Enero agency BMF – has also championed the group’s agencies working more closely.
Ferrier will be speaking at next week’s Festival of Branded Content & Entertainment which is organised by Mumbrella’s parent company Focal Attractions.
Mumbrella’s Tim Burrowes interviews Adam Ferrier in 2009:
https://www.youtube.com/watch?v=_G1aNRHwabs
Tim Burrowes
The announcement:
Ratcliff: New Naked MD
Carl Ratcliff will be joining Naked Communications, Australia as CEO. With a career spanning twenty years, Carl brings a broad range of experience to Naked having led planning, creative and agency teams at TBWA/London and Elvis UK plus working client side at iconic British TV network Channel 5. Most recently he had a successful stint as Managing Director of BWM, Melbourne. Carl will be relieving Tim Parker, who has been acting CEO of Naked Australia since July.
Matthew Melhuish, CEO of Enero, commented: “Carl has the perfect set of credentials to run Naked Australia. He’s proven that he can lead a winning team and deliver outstanding results for clients plus he brings with him a fresh perspective and an internationally recognized track record for ground-breaking, innovative work. Carl is a great cultural fit for Naked but has also commercially ‘cut his teeth’ in the Australian market doing a great job at BWM. Carl will join the Naked team in early November.
We also sincerely thank Tim Parker for stepping into the fold at short notice in July and for his professionalism and stewardship of Naked over the past few months. Tim is a class act and we are looking at other ways to deploy him within the Enero group. ”
In an unrelated but equally important announcement Naked Communications’ Global Head of Behavioural Sciences, and local co-founder Adam Ferrier has announced his resignation. Of his departure Adam commented: “I am incredibly proud of everything we’ve achieved at Naked, here and around the world. We created a wonderful working environment and we’ve produced oodles of world class, recognized and effective work for our amazing clients. Personally and professionally the time is right for me to leave Naked and pursue a new adventure which I’ll be announcing shortly. I represent the first phase of Naked – my leaving will give the new management team some fresh air to create Naked next. I’m excited that Carl has accepted the role as CEO – I’ve had numerous chats with Carl recently, and he is no question the right man for the job. I wish him and Naked all the best.”
Matthew Melhuish commented: “We thank Adam for his hard work and tremendous dedication to Naked. He’s been instrumental in building one of the most powerful brands in the Australian marketing and communications landscape. We wish Adam all the very best for his next adventure.”
Other key Naked Australia leaders remain in place including Karla Pritchard – Managing Director Sydney, Tom Ward – Managing Director Melbourne and Simon Veksner – Creative Director.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
What’s the point of Naked without Adam?
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And what is the point of Naked if it becomes just another digital agency?
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Interesting times for everyone. Change is the new normal.
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What is the point of Naked?
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Naked without Adam = knackered.
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It is a good move for Adam but a better one for the guys at Naked. Plenty of young talent to shine for the next gen. Good on ya.
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Smart move Melhuish. You’re cleaning things up by sending Nicholas and Ferrier on their way and bringing in some strong new leadership.
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Mate, do you have a job or do you troll every trade site with the same shitty comments?
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Good luck with the next chapter, Adam.
Your enduring thought leadership in an industry suffocated by status quo bias has been an inspiration to many.
All the best. S
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Naked is naked
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Nicely said Simon. Agreed.
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Looking forward to seeing what Adam does next.
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@Groucho narcs: quality comment, considered, erudite, meaningful, keep it up.
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@Simon Lawson thanks mate for the public and positive comments – it means a lot
@Tanya Did that feel good? Unfortunately negative (albeit being very inaccurate) comments can feel good to write when made under the cover of anonymity. I’d just ask that you consider the impact of your actions on those you choose to spit at.
@Next Gen I agree – good for me, good for Naked – with great management in place, and Carl coming in Naked is looking strong.
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The most talented and annoying person I have had the joy to work with. God speed, my friend.
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All the best with the next move, Adam. Thoroughly enjoyed our, rather brief, conversations over the years!
It’s been great working with Naked in the past, I am sure they’ll go on to more great things as well.
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Adam, you don’t know me and we’ll probably never meet, but just letting you know that I have learned volumes from your articles. Hope you continue to share your ideas with the advertising community. Cheers
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As both a past client of, and more recently healthy competitor with Naked and Adam I say good luck and thanks for the inspiration. Can’t wait to see what’s next for you both. AH
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Never understood why some people (Tanya ) have to publicly put others down.
No negative comments from me.
Only known you for a short time Adam but the behind the scenes help you have given our Not For Profit shows me what a great guy you are.
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Worth also saying that Naked is going to be in very very capable hands with Carl who is a top geezer and very smart cookie.
For the industry as a whole this is potentially good news.
Under Carl Naked will continue to be brilliant, plus what ever Adam does (assuming he stays in this business in this country) means we’ll have still have his brilliance under a different guise. It’s Australian advertisers who are the winners.
Best of luck to both chaps.
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As a client of Naked just wanted to say a big thank you for everything you have done for our business Adam. It’s been a pleasure to have worked with such an inspirational person who is amazing in every way. I wish you the best of luck in your future endeavours and look forward to seeing whats around the corner. It’s been a pleasure! LP
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Being able to see the world differently to most is such a gift. Hope you go forth and do something frickin great. Love your work.
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Adam has been a fearless, brilliant and infuriating leader supported all the way by talented, passionate, hard working people. Adam’s contribution to Naked has been epic in every way. We love Adam and will miss him greatly but it is mean spirited and incorrect to suggest that Naked is a spent force without him.
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