About us

The Naïve Network is an Independent Creative Network specialising in marketing to Asia.

With a diverse range of talent, experience and skills we create communication ideas, experiences, and digital content to help clients who are marketing in Asia and advertising in Asia.

Our creative team helps clients communicate their Asian marketing stories across various media platforms, helping to grow brands and improve value.

Utilising creative marketing techniques we take a totally integrated, media-neutral approach to help clients reach their target audience with the right message.

And offer an experienced team of Asian-based experts to help clients solve their Asia marketing problems.

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The rise of the accountants

Yahoo's recent decision to ban their employees from working remotely seems regressive, to say the least. 

They claim that "some of the best decisions and insights come from hallway and cafeteria discussions, meeting new people, and impromptu team meetings." 

What they mean of course, is that management like to see more bums on seats so they feel they have more control over their employees (or so they think!).

Whilst collaboration is a great thing, especially for creative teams, the encouragement of impromptu meetings is almost always counter-productive. 

Having spent the first half of our working lives in the offices of large ad agencies (or trying to sneak out to the coffeeshop around the corner!), we are very aware of how many hours of employees' time can be wasted in meetings, and other random gatherings often called by people who have nothing more productive to do, and far too much to say for themselves. 

Add excessive emails, social media, and other distractions to the mix, and it's easy to see why a lot of people are still in the office at 8pm or later.

Of course, this is well documented.

Yahoo's CEO also claims that: "Speed and quality are often sacrificed when we work from home". 

One has to wonder if Yahoo is aware that technology has provided us with some incredibly powerful tools for liaising with each other remotely, without disrupting the creative flow.

As a creative team, we have always found that working in an environment isolated from random interruptions to be most productive. Our clients are often surprised by the volume of ideas we can produce within tight deadlines, particularly compared with less fortunate, captive creative teams.

Focus and creativity are not the friends of unscheduled meetings. And offices are rarely the most conducive environment for thinking.

We don't expect Naive will be working with Yahoo any time soon!


Will agencies shed their skins in the Year of the Snake?

As we slither quietly into the Year of the Snake it is beginning to look like our independent, collaborative creative model is being increasingly adopted by big agencies struggling to meet their client needs.

In recent months we have worked on 2 big international pitches, as well as number of local projects, where our agency partner was actively seeking a new perspective; one that sits outside of, and apart from the agency culture.

Entrenched interests and bureaucratic structures have in the past held back those who wanted to seek alternatives to the top-down "cubicle" model, but it does look as if – driven by necessity – the BIG agencies in Asia are finally realising that the future is going to require quite a different creative approach.


Naïve Hard at It

It's been a busy few months for the Network.

A complete launch campaign for a high-end condominium development in Singapore; a print campaign (how quaint and old-fashioned that sounds) for the Tourism Authority of Thailand; and a top secret project helping to bring to fruition a very interesting new TV sports concept.

We have also helped launch the "It Project", and if you haven't seen it yet you really need to be part of it.

This is just one of a number of in-house projects we are involved in, and we will shortly be launching Naïve IP which will showcase the experimental work we do that goes beyond the scope of our normal advertising & communications work.

Enter the Dragon!

Here at Naïve we enter the year of the Black Water Dragon with great optimism.

The Golden Rabbit of 2011 was a good one for us, with new clients and varied projects around Asia and beyond.

Our affair with beauty continued with Pond's skin and Dove hair assignments for China and Singapore, and a major new brand launch in Russia; a first for the network in Europe.

We were asked to be part of a regional team that pitched for a global car brand, and worked with Pernod-Ricard to radically improve the branding and visibility of its 100 Pipers whisky brand in Thailand.

Along the way we pitched for a mobile phone business, and worked with a number of SMEs to help build their brands in Asia, as well as helping one Asian-based SME to break into the US market.

All Dragon years are traditionally associated with new beginnings, happiness and good fortune, and 2012 is no exception.

We thank all of our clients for their support during 2011 and hope that the Water Dragon brings you new beginnings, happiness and good fortune.


Pond’s “Love Stories” Campaign Case Study

Our episodic love story campaign for Ogilvy & Pond's Flawless White has now completed its 3rd season, with much success around the world. This short video showcases the entire campaign over the 3 years it has now been running.