Gap Assigns Creative Duties to NY Startup

NEW YORK — Gap has awarded creative duties on its adult, kids and baby brands to a startup agency in New York that will be called Laird + Partners, the client confirmed.

Laird begins with two clients: Gap and Donna Karan International, said a representative for the shop. Its founder and president, Trey Laird, 37, previously steered Donna Karan’s in-house marketing efforts, as corporate creative director.

The Gap assignment encompasses traditional advertising, direct mail and in-store marketing, the rep said. Laird will work in tandem with the San Francisco client’s house agency. Billings were not disclosed but Gap spent about $100 million in measured media last year, according to CMR.

Gap recently ended its relationship with Boston shop Modernista! (Adweek, Mar.4), amid a reorganization of the clothing retailer’s marketing department.

For Donna Karan, Laird will create print ads and TV spots, said the rep. Store design, displays and merchandising will continued to be handled in-house. The New York client spent $23 million in measured media last year, per CMR.

The new agency will provide account services, creative development and media planning. It opens this week with a staff of 20.