SBS has appointed Naked Communications to handle its full service creative and media account ending the Razor Group’s relationship with the public broadcaster.
While Naked will now handle media strategy buying duties will fall to GroupM agency MEC through a special arrangement with the Enero Group agency.
The move sees SBS’ former creative agency Joy and its sister media agency Razor losing the account, following a competitive pitch process which started in January, with a number of agencies asked to participate in an invite-only pitch process.
From July 1 Naked will work across SBS’s national broadcast, radio, online and mobile offerings, adn its CEO Carl Ratcliff said: “This is a monumental win for Naked. We are absolutely delighted to be working with such an iconic Australian brand. SBS exists as a beacon for, and celebration of, Australia’s brilliant diversity. Working with SBS into its future is a dream brief. We cannot wait to get started.
“The SBS win is testament to the talent, creativity and diligence of the Naked team. Winning an account of this calibre further cements Naked as a creative agency built to serve the communication needs of businesses today.”
SBS director of marketing and verticals Helen Kellie said: “We’re looking forward to partnering with Naked as we drive continued success of SBS and its relevance to all Australians.”
MEC has confirmed it handles the media buying for the broadcaster through an arrangement with Naked, with the consent of the media agency’s existing client Seven West Media.