On Thursday, September 17, MT Carney of Naked Communications spoke to a well-attended Outside Voices Speakers Series event with the theme,
The Agency Model is Broken: It’s time to re-think how products, services and brands are connected to their consumers.
MT Carney, Co-Founder and Partner of Naked Communications, New York, offered a provocative and insightful view of the advertising business and the seeming inability for many traditional agencies to adapt with the changing landscape of marketing and communications.
Her firm, Naked, has positioned itself as a pure (or nearly pure) strategy group, not touching the creative or media (in most cases.) Naked works both directly with clients and as an adjunct to some well known agencies to fill those gaps particular to specific brands, audiences and situations.
Insights from MT Carney's presentation included the basis for Naked Communications' success: Mapping the "Customer Journey" READ MORE >>>
- Look at what people need at each stage of their customer experience
- Find relevant/effective channels and touchpoints
- Work on seeing, understanding and integrating a 360 degree perspective of the situation to generate ideas with what MT defines as "4-Dimensional Storytelling"
She demonstrated this approach with case studies which included Kleenex® - integrating traditional media with sampling and event marketing for deeper, more emotional connection with consumers.
Four Tenets which Naked preaches:
- People are your Partners (Collaboration Rules)
- See The Full Picture (The Answers Are Often Surprisingly Simple)
- There Is A Better Way (Never Assume You Have Reached The Pinnacle)
- Fleet of Foot, Pure of Heart (Honesty, Ethics and Hard work Are Still Winning Ways)
