BMF takes over Naked brand

Enero has merged troubled communications agency Naked with Australian creative agency BMF.

The holding group said the move will “strengthen BMF’s strategic and creative services offering to clients”. Naked’s team and clients will be added to the BMF business.

Naked has offices in Melbourne, Sydney and Tokyo. The agency shuttered its UK office after 17 years in operation in 2017, and in the same year closed its New York office after 10 years.

Enero Group chief executive Matthew Melhuish said the business saw a “great opportunity to bring together the skills within Naked and BMF” as it looks to “reimagine the future for Enero”.

“By adding Naked’s strength in media-neutral strategy and innovative creativity to a BMF team who are already performing brilliantly, we are creating a stronger business that has even more potential. Both agencies have great clients and produce great work; I’m excited to see what they will produce now they are working together,” Melhuish added.

BMF managing director Stephen McArdle added: “BMF and Naked have always shared a belief in the power of creativity to deliver outstanding results for our clients and a reputation for world class strategic thinking.

"Naked was born of a focus on unconventional thinking that has been the hallmark of the Naked brand since conception. BMF’s focus is on delivering enduring ideas for brands and maintaining an obsession with effectiveness.”