 Old Navy has appointed Crispin Porter & Bogusky to lead creative duties on its $200 million marketing account after a review, the retailer said. The San Francisco-based retailer reached out to a number of agencies, including Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif., this summer, a move signaling its desire to return to a big-name ad shop. Previously, creative duties for the Gap Inc. retailer were handled by boutique agency Chandelier Creative, New York, which has done work for Nordstrom stores and designers such as Kate Spade and Nanette Lepore, but in the past Old Navy has had relationships with large agency players including Interpublic Group of Cos.' Deustch. |
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 To create a truly powerful brand, you need to establish a sense of
belonging, friendship, and dependability between product and customers. Human beings are social creatures. We need interaction with one
another. It's the way we're made. When we meet someone new, we tend
either to be drawn to them or to be disinterested for a whole host of
reasons (some of which we may not even realize). Over time, however, we
develop a continually evolving stable of relationships, some of which
last for a lifetime.
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