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Why Naked reckon they’re better than media agencies

The communications manager of one of Australia’s most talked-about (and hated, some would say) agencies has tried to articulate what it is that makes Naked different to traditional media agencies.

According to Cameron Luby, the thing that makes Naked different is the ability to execute. He argues that media agencies have to do deals with media owners to pull off any idea, whereas Naked can see it through.

His argument holds for non-traditional ideas, and indeed the agency even has its own events arm. However, where the answer to the client’s problem involves traditional advertising, Naked is as beholden to the creative produced by the partner advertising agency as any media agency would be.

The other key difference, argues Luby, is that media agencies are commoditised as buying shops, rather than valued for their media planning abilities.

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