Gap Selects Carat for Planning

NEW YORK Aegis Group’s Carat has won media planning duties for The Gap after a review, the client has confirmed.

Other contenders included WPP Group’s Mediaedge:cia, Publicis Groupe’s Starlink, independent Palisades Media Group and the buying incumbent, Omnicom Group’s PHD. (Buying was not part of the review.)

The assignment covers the Gap label and sub-brands Gap Body, Baby Gap, Gap Maternity and Gap Kids.

Much of the San Francisco-based company’s media planning has been done in-house, and the client had said the review winner would serve as a “planning partner.”