Gap Seeks TV Buying Service

SAN FRANCISCO Gap Inc. said it is searching for a media agency to handle U.S. television buying for its three brands, Gap, Old Navy and Banana Republic.

The San Francisco retailer has traditionally handled most of its media buying in-house and through assignments with media buying agencies. Now it is issuing a request for proposals from media buying agencies, a company representative confirmed.

A timeline for the review was not disclosed, but Susan Kettler, Gap’s senior director of media, is handling the review, the representative said. CMR reports 2002 Gap advertising expenditures of more than $315 million.

The company has been shifting its marketing strategy. The company hired Publicis’ Leo Burnett in Chicago last December to handle consumer research and long-term marketing strategies. Trey Laird & Partners in New York has handled Gap’s most recent advertising campaigns.