Gap, Modernista! Prepare to Part

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BOSTON — A reorganization of the Gap’s marketing department appears to have ended the retailer’s yearlong relationship with Modernista!

A planned spring TV blitz for the Gap from the Boston shop, initially set to debut in mid-March, has been shelved, and the San Francisco-based retailer presently has no plan to work with the Boston agency on upcoming assignments, sources said.

Modernista! general manager Matt Lindley referred questions to the client.

Gap representative Rebecca Weill said future advertising plans will be made on a “campaign by campaign basis” but she did not elaborate.





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