Old Navy Splits With Crispin Porter + Bogusky

Ends five-year relationship

Old Navy has parted ways with Crispin Porter + Bogusky, five years after first hiring the agency as its lead creative shop.

The marketer, owned by Gap, has no immediate plans to hire another lead agency to replace Crispin, and instead will work with a range of roster shops—including San Francisco-based Camp + King, and New York-based Chandelier—on an a project basis.

Old Navy spent more than $200 million across media in 2012, according to Kantar estimates.

The split follows the entrance of Old Navy's new chief marketing officer, Ivan Wicksteed, who started at the clothing retailer April 1.

The brand's relationship with Crispin endured much marketing turnover. Before Wicksteed, Old Navy exec Michelle DeMartini filled in as interim CMO. The company was without an official lead marketer from the summer of 2011 on, after Amy Curtis-McIntyre, who started as its svp, marketing in March 2010, left the company. Crispin was hired in 2008, during the tenure of marketing evp Michael Cape, who started at Old Navy in 2007.

A spokesperson for referred calls Old Navy parent Gap Inc., which confirmed the split. 

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