SAN FRANCISCO: Old Navy has selected Burson-Marsteller as its new agency of record, after working with DeVries PR since 1999.
DeVries will stay on through the end of the year, helping with fall and holiday campaigns, said Jonathan Finn, Old Navy's director of PR.
Burson will start working with Old Navy in October, with an eye on the retailer's spring plans, a key season, added Finn.
DeVries and MS&L were the only agencies that made it to the final round, after the review began with 15 agencies. Select Resources International, based in Santa Monica, CA, managed the review. It declined to name the other agencies.
"Burson put together a really good team that was highly experienced and passionate about our business," he said. "They understand our challenges. And during the [review] process, they demonstrated some really creative approaches to PR. And they had great chemistry. Our teams worked really well together."
Old Navy has aggressive brand growth plans for 2005, including expanding its plus-size fashion and maternity lines. One of the key challenges the company faces is communicating with multiple audiences that have different needs, and making sure Old Navy's messages resonate with each group, whether its moms or teens or men, said Finn.
Burson's New York office will lead the account, with help from the San Francisco office, said Linda Recupero, chairwoman of Burson's brand marketing practice.
"Old Navy is an incredible brand, an iconic quirky brand," said Recupero. "As a brand, they stand out as a bit different from their competitors. We want to help them stand out a bit more."