Associated British Foods appoints Naked Communications Melbourne

Naked will be working across all ABFoods brands as strategic lead, partnering with media agency Mitchell Communication Group and research agency Colmar Brunton.

The client's above-the-line media budget is approximately US$8,400,000 alone.

Frankie Ralston Good, Naked Melbourne’s MD, said: “The client is replacing the traditional full-service model to accelerate its brand growth. The Naked collaborative model marries strategy with access to best in class discipline specific practitioners building powerful teams that offer a clear advantage compared to the traditional agency model.”

Will Ursell, Associated British Foods marketing director, said: “We are building a world class marketing culture at AB Foods and with Naked we have a partner that maximises that potential. We are really enjoying working together, and find their model refreshing."

One of the agency’s tasks is to convince more consumers to drink higher quality tea like Twinings because of its wider range of tea products, compared to other tea brand competitors including Lipton, Dilmah and Bushells.