Phil Hayden to lead Naked in Singapore

Communications agency Naked, which announced its plans to open a Singapore office following its merger with Australia-based Photon Group's Bellamyhayden, will be headed by Phil Hayden.

Hayden, Bellamyhayden's founding partner, will join Naked managing partners Adam Ferrier and Mike Wilson as part of a three-person regional management team.

Hayden will however not be relocating to Singapore and instead oversee the business through frequent trips to the Lion City.

Hayden established Bellamyhayden in Bangkok in 2007 to oversee Pepsi's regional business. The question remains whether Hayden will abandon the Pepsi account to avoid a conflict of interests with Naked's Coca-Cola business.

The agency, slated to open before the end of the year, will count heavyweight accounts including Coca-Cola, Unilever, Sony, Weight Watchers, Glaxosmithkline, Tourism Tasmania and Levis among its portfolio of clients.