The Naked Brand

Leading the Advertising Revolution

"The Naked Brand is a story about how the advertising industry can

help save the world one small step at a time."

Jeff Rosenblum is the founding partner of the Questus advertising agency, and co-writer and director of The Naked Brand film. When Jeff discovered that his behavior as a consumer was totally different than his behavior as a professional he began a deeper investigation into the fundamental assumptions and processes of marketing in light of our digital world of search, social and mobile. It is not just about old marketing models using new technology. His conclusion was that brands are defined on the basis of their behavior, not their advertising. By trying to answer the question, What does the future hold for advertising?, he discovered that the key to creating a break-through brand is to "be great, not just say you are great."

"Advertising can't bull#*!% anyone any more"

Porter Gale, CMO Virgin Brands

The Naked Brand film takes aim at traditional advertising and its future. With their constant use of technology and social media, today's consumers are smarter and more invested in what they buy and marketers are taking advantage of this newly empowered customer by creating transparent and positive stories about their companies and products.Retailers must also learn new ways to be great, transparent, and to tell our stories.

Jeff Rosenblum and The Naked Brand is a general session for all tracks at ICBA 2014.

Jeff Rosenblum is a pioneer, a disruptor, an innovator and an admitted pain in the ass. Widely regarded as one of the leading innovators in the field of digital marketing, Jeff focuses on developing processes that break down the boundaries that exist between research, strategy and creative. He regularly contributes to Ad Age, iMedia Connection, and has been featured in Newsweek Magazine and on Bloomberg TV. He presents at industry conferences, including iMedia, IAB, Shop.org, Webcom, Adweek and Game Changers. He has been a guest lecturer at NYU and The London Business School. 
Questus counts among their clients Capital One, General Mills, The NFL and Suzuki Motorcycles among others. Questus is the recipient of iMedia's Small Agency of the Year Award for two years running.