Adam Ferrier: 'It was time to shed the Naked skin'

Adam Ferrier: 'It was time to shed the Naked skin'

Adam Ferrier, CEO and one of the founders of Naked Communications, has told B&T that the time was right to resign from the agency.

B&T Magazine
Posted by B&T Magazine

After almost a decade driving strategy at Naked, Ferrier has decided to follow the lead of Mike Wilson, who last month decided to call time on his association with the agency.

"It’s the [Chinese] Year of the Snake and I think it’s always good to shed some skin in such a year,” Ferrier told B&T.

“It feels like after nine years it was time to shed the Naked skin and see what else emerges,” he added.

Ferrier said that he’s excited about what’s on the cards for him next but that he’s not in a position at the moment to talk about it, adding that he’s incredibly proud of what he's achieved in the nine years at Naked.

“I inherited a brand from the UK and I really feel that we took that opportunity and maximised it, having a truck load of fun along the way, and I’m really proud of what we achieved. It feels good having built a respected brand that’s been a fun place to work for nine years.

“It’s time for Naked to evolve into something new, so I’ll leave it to the future leaders of the business decide what that will be,” said Ferrier.

Replacing Ferrier will be Carl Ratcliff, who recently left BWM.

Ratcliff has previously led planning, creative and agency teams at TBWA/London and Elvis UK plus working client side at British TV network Channel 5. Most recently he had a successful stint as managing director of BWM, Melbourne. Carl will be relieving Tim Parker, who has been acting CEO of Naked Australia since July.

Ferrier (pictured), who is a regular guest on Gruen Planet and spend two years at Saatchi & Saatchi before joining Naked, is one of the most well-known and well-liked ad men in Australia.