Cotton has been named as consultant to lead Naked's push into Asia. The agency, which already counts an Australia presence in Asia-Pacific, is likely to name two to three more partners this year.
While Cotton declined to comment on Naked's clients in Asia, the agency's Australian managing partner, Mat Baxter, had earlier informed Media that Naked would tap into its global alignment with Nokia in Asia (Media, 3 November 2006). "I think there's probably more of a case for a Naked in Asia than some of the developed markets," said Cotton. "Asia is changing a lot faster. Agencies that are used to sitting there buying will get left behind."
Cotton does expect some resistance from clients. "They will need to understand what (Naked) is. I think it will be a channel foodfight, but I think there is a real opportunity."
Naked Australia founder Mike Wilson added: "There's a significant gap in the market that Naked can fill. Having a strong base within relative reach is great for our Asia expansion."
