Old Navy Initiates an Agency Search

NEW YORK Old Navy said on Tuesday that it has retained consultancy Pile and Co. to conduct a search for an ad agency to help with general-market creative. The apparel retailer’s in-house team will remain intact.

The client spent $130 million on U.S. ads through October, per TNS Media Intelligence/CMR.

“As part of our continually evolving ad strategy, we want to bring in some fresh insights as we look to position ourselves for future growth and continue to innovate,” said Jonathan Finn, Old Navy representative. “This will be a partnership to work with our in-house team.”

A select number of agencies will be invited to participate in the search, he said. Semifinalists will be selected by March. A final decision will be made in late April.

Omnicom Group’s PhD in New York, will continue to handle TV buying; JL Media will continue radio buying; Vidal will continue Hispanic market creative efforts.

Old Navy is a unit of the Gap in San Francisco; Pile and Co. is located in Boston.