Egg drops Naked from account after one year

Egg has parted company with Naked Communications after a year, following the online bank’s decision not to extend its contract.

Media agency Naked, which handles only planning, was appointed by Egg last May to develop the segmentation of its customer base. The research it conducted specifically analysed what lifestyle categories Egg’s customers fitted into and which customers Egg might target in the future.

This information was then used by MediaCom, the agency responsible for Egg’s media planning and buying business. MediaCom will not be taking on Naked’s previous responsibilities and Egg is not looking for another agency to fill its role.

A spokeswoman for Egg says: “There was nothing else on the horizon that they would be placed to do.”

Mother handles Egg’s &£16m creative account, after winning the business without a pitch in October 2001. Its appointment followed the arrival of Nick Cross as chief marketing officer six months earlier. Last October, he was promoted to global marketing director, following Egg’s expansion into the French market.

Egg is sponsoring a series of one-off events with Tate art galleries combining the visual arts, music, theatre, film and dance. The first event launches on January 31.

Last year, Naked won 18 new accounts, including business work for Campbell’s, Honda and Hutchison 3G.


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