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Gap Inc. has launched a review of its global media planning and buying assignments.
The bulk of the media outlay is said to be in the U.S., where the client spent $275 million in 2009, up 28 percent from 2008, when it spent $215 million, according to Nielsen. Gap’s annual global outlay is estimated at $350 million.
A client representative confirmed that a review has begun, but offered no other information.
Omnicom’s PHD is the U.S. incumbent. The client last reviewed domestic media duties in 2003 when PHD prevailed.
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