NBC Entertainment Taps Naked for Media Assignment

Independent Beat Out Incumbent Fallon, Others for 'Strategic Branding Exercise'

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NEW YORK (AdAge.com) -- Naked Communications has won a media assignment described as a "strategic branding exercise" from NBC Entertainment. The independent agency beat out a handful of creative shops, including one of NBC Universal's incumbent media shops, Publicis Groupe's Fallon, in a competitive pitch for the business.

The assignment is said to involve branding work for the network, and not for any particular program connected to it. While NBC confirmed that Naked won the assignment, it declined to offer further details on what the work will entail or its dollar value.

Current relationships unaffected
Naked's work will not affect the current media-agency relationships NBC has with Fallon, which handles media planning and buying, as well as creative execution for a number of its networks including NBC, Sci-Fi, Bravo and Oxygen. Nor will it affect work now handled by Horizon Media, NBC Universal's media agency of record handling all media strategy and placement.

This is the second independent that NBC has turned to in the past few months. Mother, New York, also began working with NBC Universal in August 2008. Mother's work with NBC includes design, consulting, advertising (print and TV campaigns) and promotion/events. Its assignment is part of a broader partnership with NBC Local Media, as that division seeks to attract a new generation of consumers to its websites by providing them with locally relevant information and entertainment.

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Contributing: Jeremy Mullman, Rupal Parekh

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