Old Navy Eyes 5 Shops

NEW YORK Old Navy said on Friday that it has narrowed its search for a general market creative agency to five semifinalists.

The contenders are: Interpublic Group’s Deutsch/LA in Marina del Rey, Calif.; WPP Group’s Berlin Cameron/Red Cell and J. Walter Thompson, both here; and Havas-owned Arnold in Boston and Euro RSCG MVBMS in New York.

The retailer, a unit of the Gap in San Francisco, launced an agency search last month. Consultancy Pile and Co. in Boston, is overseeing the review. A final decision is expected in mid- to late-April.

Last year, Old Navy spent $130 million on ads through October, per TNS Media Intelligence/CMR. Work has been handled in-house.