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CHICAGO — Retailer The Gap has hired Leo Burnett to handle strategic branding for its Gap and Banana Republic store brands. In a statement, Gap president Paul Pressler said the agency will “help us better understand how customers feel about our brands.”
The assignment will involve consumer research and develop long-term marketing strategies. The in-house marketing teams for each brand will continue to work with outside agencies for advertising. Billings for the project were not disclosed.
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