The San Francisco-based retailer reached out to a number of agencies, including Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif., this summer, a move signaling its desire to return to a big-name ad shop.
Previously, creative duties for the Gap Inc. retailer were handled by boutique agency Chandelier Creative, New York, which has done work for Nordstrom stores and designers such as Kate Spade and Nanette Lepore, but in the past Old Navy has had relationships with large agency players including Interpublic Group of Cos.' Deustch.
Agency representatives referred calls for comment to the client. Old Navy in a statement said: "We're confident Crispin Porter & Bogusky's strong understanding of our target customer, coupled with the agency's solid record of delivering breakthrough creative campaigns, will help us to engage our customers in exciting new ways so that they can rediscover the fun and value that's unique to Old Navy."
Going forward, Crispin, part of MDC Partners, will partner with Old Navy's in-house marketing team to develop seasonal campaigns, and it will continue relationships with PHD, AKQA, Starcom, JL Media and Carat for media buying, the marketer said.
Old Navy last year spent $207 million on U.S. measured media, and in the first quarter of 2008 spent about $40 million, according to TNS Media Intelligence. Following an ill-fated fashion experiment that earlier this year to reposition itself as a hip destination for the 20-something set, Old Navy scaled back its advertising.
Even so, Old Navy outshone other Gap Inc. units in terms of net sales last year, raking in a total of $6.2 billion, compared with Gap North America's $4.5 billion and Banana Republic North America's $2.5 billion.
The first work from Crispin, due in March, will mark a return to Old Navy targeting families and budget-conscious women in their 20s and 30s.