Gap Taps CP+B for Men’s Apparel

BOSTON Gap today said it has hired MDC Partners’ Crispin Porter + Bogusky to handle ads for its men’s business in North America.

CP+B in Miami will work with Gap’s in-house marketing team to develop print and TV creative, as well as nontraditional marketing campaigns, the client said in a statement. The move was made without a review.

The San Francisco-based retailer spent $125 million last year on its Gap brand, per TNS Media Intelligence/CMR. Spending on ads touting men’s apparel is estimated at $25 million.

Gap will continue to work with Laird + Partners, a New York-based agency, on developing campaigns for Gap women’s, GapBody, and babyGap, as well as the Gap men’s business internationally, the client said.

“Gap has truly democratized fashion in America. They are an iconic brand that has done some of our favorite advertising in the past ten years. We are thrilled and flattered to join forces with their in-house team and can’t wait to see what we can do together,” said Jeff Hicks, president of CP+B.

“As part of our ongoing strategy to speak to our male and female customers differently, we’ll be working with CP+B to develop distinct marketing campaigns to target men,” said Jeff Jones, evp of global marketing for Gap. “Their creativity, including their expertise in non-traditional media, will help us reach our ‘real guy’ customer where he lives, works and plays.”