naked is media agnostic
The New York Times featured the company Naked in an article today about communications planning and advertising. The focus of Naked is different that many shops — they are essentially consultants to clients and agencies, and claim to be media agnostic when coming up with communication strategies for their clients.
Naked breaks the planning component of advertising directly away from the creative development process, which may be good for some agencies who are addicted to execution instead of strategy. Advertising is more and more about multiple agencies and partners collaborating together, so I wonder if more companies will start to model themselves into silos — focusing on one thing extraordinarily well, instead of trying to be a one-stop shop for everything in the advertising arena.