Old Navy has tapped Crispin Porter + Bogusky, Miami to take over its ad creative. The unit of Gap has pulled its business from Deutsch/LA last year, and took creative in-house while it farmed media planning and buying to PHD, AKQA, Starcom, JL Media and Carat for media buying.
That didn’t work out so well. Crispin Porter will handle creative only and will debut its first work next year. Indications are that Crispin will deliver work that takes Old Navy back to its roots as a store for families and value-seeking women shoppers in their 20s.
The Miami agency, after a hiccup last year when it lost its high-profile Miller-Lite business, and Orville Reddenbacher, is doing well, having netted Microsoft’s rebranding campaign, as well as the retailer. The agency is also enjoying the benefits of being credited with a big chunk of Burger King’s resurgence.