Pogo hires Naked for ‘young urbanites’ push

Naked has been appointed to develop a communications strategy for the hand-held mobile Internet company Pogo.

The product, which enables users to access the Web through wireless technology wherever their location, has been developed by Pogo Technology. The Pogo offers full-colour access at PC speed together with e-mail, MP3 and mobile phone functions, and was launched in January as an exclusive product with Carphone Warehouse.

Pogo has been positioned as a lifestyle accessory for young urban users rather than as a business aid. The company now wants to promote the device to the public and has brought “media neutral” agency Naked on board for advice. Pogo head of marketing Tim Critchley says that a marketing push is planned for the middle of the year, but budgets have yet to be set.

The product features standard Personal Digital Assistant functions such as a diary and address book where personal information is stored centrally and is retrievable if the device is stolen. It retails at £299.

Pogo Technology was founded in July 2000 and is funded by a private equity business, which holds investments in a number of wireless technology ventures.

Naked was recently appointed to the Hutchison 3G UK agency roster to advise on strategy ahead of the launch of 3G services later this year.

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