Banana Republic’s Outside Choice Is Goodby

LOS ANGELES Banana Republic has awarded a creative assignment on its estimated $20 million account to Goodby, Silverstein & Partners, the client confirmed.

The San Francisco-based Omnicom Group agency was chosen over independent Laird + Partners, which handles Gap brand ads; Publicis Groupe’s Leo Burnett in Chicago, which works for Gap corporate; and non-roster shops aR Media, an independent, and Omnicom’s TBWA\Chiat\Day, both in New York.

Goodby is charged with creating print and outdoor ads for a fall campaign. Banana Republic’s in-house team will continue to manage all other forms of communication, including in-store marketing, direct programs, public relations and events. The client will also continue to handle media in partnership with PHD.

“Goodby, Silverstein & Partners’ outstanding experience in executing innovative, break-through campaigns will support our efforts to strengthen both our brand identity and relationship with our customers,” said Jack Calhoun, executive vice president of Banana Republic marketing, in a statement.

Officials at Goodby could not immediately be reached.

Banana Republic, a division of the Gap in San Francisco, had handled advertising in-house since 1997.