Gap Starts Global Media Review | Adweek Gap Starts Global Media Review | Adweek
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Gap Starts Global Media Review

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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. The shop added pan-European chores to the account in 2007 after a review.

Sources said the current review is procurement-driven, and that the client is in the initial stages of selecting contenders.

Along with its namesake Gap stores, the client also operates Old Navy and Banana Republic. All three brands are covered by the review.

The agency did not return queries seeking comment.

Separately, PHD won a consolidation pitch for the combined Kraft/Cadbury business in the U.K., sources said. Spending on that assignment is close to $75 million.