Shake up of Naked leadership as Phil Hayden takes helm


Ferrier: B.S.


Wilson: Chair

Phil Hayden

Hayden: CEO

Phil Hayden has taken the helm at Naked Communications in the clearest move yet away from the agency’s original leadership.

Hayden, who joined the agency when fellow Photon company Bellamy Hayden was closed, has been named as Naked’s new regional CEO for Asia Pacific. This includes direct responsibility for Naked’s local offices of Sydney, Melbourne and Auckland, along with Tokyo, and the fledgling Mumbai and Singapore operations.

Naked Australia’s three founders were managing partners Mat Baxter, Mike Wilson and Adam Ferrier.

Baxter departed in 2009 and is currently CEO of UM after a stint at Mediacom.

Wilson has been named as Naked’s chairman for Australia and New Zealand.

Ferrier’s new title is founding partner, rather than the previous title of managing partner. He has also added the title of global head of behavioural sciences.

The shakeup comes after Photon said in its last update to the market that Naked was one of its financially underperforming agencies globally.

Ferrier and Wilson could not be reached at the time of posting.

Hayden said in a press release: “It’s an honour to head the region. Whilst we have enjoyed an enduring success in Australia over the last seven years, we are embryonic in Asia, with Singapore and Mumbai only opening their doors in the last year. APAC, including Australia/NZ, is the fastest growing region in the world and clearly my brief is to grow Naked with that.”

A statement in the release from Wilson said: “My role of Chairman is a reflection of the size we have now reached in Australia. It allows us to not only position Naked Australia to continue to grow through new clients, but allows more time for us to work on organic growth, existing client relationships and the business as a whole.”

Ferrier’s comment said: “Naked has always had the most differentiated and strongest strategic offering in the world, and the Behaviour Change product we have developed in Australia is the latest reflection of this. I am now charged with developing it apace and rolling it out to all Naked offices alongside my regular duties. The opportunity to be global head of BS suits me to a tee.”

The move comes as Naked’s global chairman Steve Gatfield prepares to visit the country. He said: “I clearly wanted to move Naked in this part of the world to seizing some greater opportunities in APAC. It made total sense to draw on Naked Australia to provide and export its leadership and product innovation, as well as ensuring it continues on its current trajectory. I look forward to being in Australia next week to catch up with the team.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.