We Hear: The Gap Launches U.S. Digital Media Agency Review

By Patrick Coffee 

Mass-market retailer Gap Inc. or The Gap recently launched a review seeking an agency to handle its U.S. digital media planning and buying duties, according to parties close to the business.

We don’t yet know which agencies are involved, but since the review is being led by a consultancy, it’s fair to say that some of the major players are pitching. The review remains in its early stages.

This development is in keeping with Gap’s ongoing attempts to adjust to a rapidly shifting retail market.

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Craig Brommers, formerly of Abercrombie & Fitch and Speedo, became the company’s CMO just over a year ago. Well before his arrival, however, Gap became one of the first big-name clients to publicly eschew the agency of record model by moving work away from Ogilvy toward other shops on its roster around the world.

The client eventually split with Ogilvy entirely, bringing on Wieden+Kennedy as its new creative partner in 2014 before again pivoting to project-based work with agencies like Untitled Worldwide at some point last year. Similarly, Gap does not publicize its media agency relationships.

On a conference call last August, president and CEO Art Peck announced that the company planned to expand its marketing budget in an effort to counter sales trends that have lagged behind sister company Old Navy.

On that note, Gap remains a major account. According to the latest numbers from Kantar Media, the chain spent $178 million on paid media in the U.S. last year and $42 million during the first quarter of 2017. It’s not clear what percentage of that spend is digital.

The company’s most recent OOO promotions have garnered some media attention including a mention from uptown girl Christie Brinkley, who praised Gap for featuring a 63-year old woman in its ads. (That woman is herself.)

Gap’s media relations department has not responded to requests for comment on the review.

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