Gap Chooses Omnicom’s PHD

Gap Inc. has awarded its estimated $350 million global media planning and buying assignments to Omnicom’s PHD.

The bulk of the media outlay is 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.

A client representative confirmed the PHD win, but offered no other information.

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 latest review was procurement-driven.

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

Earlier this year, The Gap made headlines when it announced it was adopting a new logo for its flagship brand. But the feedback from consumers was overwhelmingly negative and the company backpedaled and reinstated the old logo.