Old Navy Parts Ways With CP&B

Retailer Tapped New CMO in February

By Published on . 5

CP&B has lost the Old Navy account.

Old Navy confirmed it has parted ways with its agency of nearly five years. It does not appear the retailer will be on the hunt for a replacement anytime soon.

"After a positive working relationship of five years, Old Navy will no longer be working with CP&B," said Edie Kissko, a spokeswoman for the retailer. "Old Navy has been and will continue to work with a roster of advertising agencies and does not have an agency of record."

CP&B referred calls to the client.

Over the years Old Navy has worked with several independent agencies, including camp + king and Chandelier Creative, New York.

CP&B has been working with Old Navy since 2008. That move marked a return to a big name shop, following a period of working primarily with Chandelier Creative, New York. The retailer had worked with large agency players prior to that, including Interpublic Group of Cos.' Deutsch.

Old Navy has seen executive changes in its marketing department in recent months. In February, it tapped Ivan Wicksteed, a former Cole Haan and Coca-Cola marketer, as its chief marketing officer. Mr. Wicksteed also has experience on the agency side, having logged time at TBWA/Chiat/Day, Playa Del Rey, Calif and Ammirati Puris Lintas, London. That role had been vacant for about 18 months.

Old Navy has tapped 1980s and 1990s era stars for recent campaigns
Old Navy has tapped 1980s and 1990s era stars for recent campaigns

When CP&B took over the account, Old Navy's fortunes were sagging, coming off an ill-fated experiment with trendier fashions meant to compete with the likes of H&M. The agency responded with a kitschy campaign, introducing a family of 'SuperModelquins.' The campaign was a hit with consumers and ran for two years, before being pushed aside in favor of "Old Navy Records: Original hits. Original styles." That campaign, featuring a Kim Kardashain look-alike, was publicly criticized as "ineffective" by Glenn Murphy, CEO of Gap Inc., which owns Old Navy.

In late 2011, CP&B introduced another new campaign, "Funnovations Inc.," which has been the overarching theme of its marketing ever since. The retailer has also featured 1980s and 1990s era stars like the Griswolds from the "National Lampoon's Vacation" series, as well as cast members from "90210" and "Blossom."

Gap Inc. operates Gap, Old Navy, Banana Republic, Athleta and Piperlime, but spends the bulk of its marketing money on Old Navy. In 2012, it spent about $201.5 million on Old Navy U.S. measured media, down 9% from the prior year, according to Kantar Media.

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