Pony Moves Creative From Crispin to Goodby

LOS ANGELES Pony International has parted with Maxxcom’s Crispin Porter + Bogusky and awarded the creative portion of its $7 million account to Goodby, Silverstein & Partners, according to Global Brand Marketing, which owns the Pony brand.

According to GBM representative Sydney Gardner, creative differences led to the split with CP+B. She declined to elaborate. CP+B officials could not immediately be reached.

CP+B in Venice, Calif., had worked with Pony since May, when the shop was awarded the account after a review. In August, the shop launched trade advertising for the client. Work included a print ad with pictures of Pony sneakers, as well as the brand’s logo on images such as a pawn broker’s sign, fried pork skins and a skateboard. The ad employed the line, “Whatever field you play on, leave your mark.”

GBM vice president of global marketing John Lewis, who joined the company just days after CP+B was hired in May, previously worked with Goodby when he was at Nike, Gardner said.

“We felt they were a good partner with a proven track record,” said Gardner. She added that the company felt confident that the Omnicom shop would be able to create a campaign that would “reflect Pony’s sports and fashion heritage.”

While billings are approximately $7 million, Gardner said spending could increase with the launch of an apparel line this spring. The Santa Barbara, Calif.-based client will continue to handle media in-house.

Initial work from Goodby, which is expected to break in February 2004, will include print ads and wild postings that the client said would focus on “provocative and iconic images with an irreverent point of view on footwear advertising.”