SMH reporter brands Naked 'cowboy' after Labor controversy

SMH reporter brands Naked 'cowboy' after Labor controversy

The reporter who broke the story about Naked’s free ad space for interviews with Kevin Rudd story has labeled the agency “cowboy” in an online video on the Sydney Morning Herald.

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It is understood the man behind the botched brief, Nick Kavanagh, has quit his post as a communications director at the agency, which was sacked from what it described as a “small project” by the Australian Labor Party.

In a video posted today SMH national political reporter Jonathon Swan labeled the agency “a bit wild west, they’ve got a cowboy reputation” and said they have a reputation for “doing things a bit off-piste”.

Swan broke the initial story after being tipped off by colleagues from Fairfax-owned The Vine about the approaches being made to national youth-oriented outlets.

He also points to the infamous Witchery coat campaign which duped much of the mainstream media in 2009, and the recent multi-award winning Steal Banksy campaign for Art Series Hotels as examples of the strategy agency’s unusual style.

Mike Wilson, chairman of Naked Communications in Australia, was unavailable for comment at the time of publishing.