Old Navy, with its $200 million spend, leaves Miami shop CP&B

CP&B has lost the account for giant US retailer Old Navy. Owned by Gap, Old Navy spent about $201.5 million on U.S. measured media last year, down 9% from the prior year, according to Kantar Media.

Big spender leaving Florida agency

Old Navy confirmed it had parted ways with its agency of nearly five years. It does not appear the retailer will be on the hunt for a replacement anytime soon, said AdAge.

"After a positive working relationship of five years, Old Navy will no longer be working with CP&B," said Edie Kissko, a spokeswoman for the retailer.

"Old Navy has been and will continue to work with a roster of advertising agencies and does not have an agency of record."

Crispin Porter + Bogusky headquartered in Coconut Grove, Florida, and 13 times named agency of the year, referred calls to the client.

CP&B has been working with Old Navy since 2008. Previously, it worked primarily with Chandelier Creative, of New York.

In February Old Navy tapped Ivan Wicksteed, a former Cole Haan and Coca-Cola marketer - and once at once at Ammirati Puris Lintas,in London - as its chief marketing officer.

When CP&B took over the account, Old Navy's fortunes were sagging, said AdAge,after "an ill-fated experiment with trendier fashions meant to compete with the likes of H&M."

CP&B introduced a family of 'SuperModelquins,' a hit campaign that ran for two years. Next came "Old Navy Records: Original hits. Original styles." That campaign, featuring a Kim Kardashian look-alike, was publicly criticised as "ineffective" by Glenn Murphy, CEO of Gap Inc., which owns Old Navy.

Inn addition to Gap and Old Navy, the company operates Banana Republic, Athleta and Piperlime, but spends most on Old Navy.

CP&B's current client list includes Coke Zero, Microsoft, Microsoft Windows Phone, American Express OPEN and Travel, Best Buy, Domino's Pizza, as well as Discovery Channel UK.

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