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Old Navy Selects Crispin for Creative

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BOSTON Old Navy has confirmed hiring Crispin Porter + Bogusky as its lead creative shop.

The Miami-based agency, a unit of MDC Partners and best known of late for its high-profile though apparently short-lived Microsoft ads with Jerry Seinfeld and Bill Gates, will work with the retailer's in-house marketing team "to develop seasonal campaigns that bring the brand's fun and value-driven aesthetic to life through advertising and compelling in-store experiences," the client said in a statement today.

New work will break in March. The client continues to work with its roster shops PHD, AKQA, Starcom, JL Media and Carat for media buying.

The client spends about $200 million annually in domestic measured media, per Nielsen Monitor-Plus.

One source has said Old Navy is struggling with its identity at the bottom of the Gap Inc. empire, below upscale Banana Republic and middle-tier Gap, and has been difficult to work with.

The client heard pitches from agencies in mid-September. Since splitting with Interpublic Group's Deutsch/LA in Marina del Rey, Calif., about two years ago, the client has used its in-house capabilities and shops working on a project basis for creative.

The selection came after a review in which Omnicom Group's TBWA\Chiat\Day in Playa del Rey, Calif was the other finalist, according to sources.