Shaw departs his role as head of planning at BBH Japan, while Maezawa leaves Nike after 10 years, most recently as brand director, to become founding partners of the Naked Tokyo operation.
Shaw confirmed that the agency’s anchor clients would be Sony and Coca-Cola, and also pointed to Japan’s media landscape as offering real opportunities for Naked’s flexible model.
"Unless you are able to change your business model to work with different communications companies that work here, I feel that new business will always be limited," said Shaw.
"What excites me the most is we have the freedom to engage all sorts of companies and partners."
