The Gap Turns to Burnett for Strategic Help

CHICAGO — Retailer The Gap has hired Leo Burnett to handle strategic branding for its Gap and Banana Republic store brands. In a statement, Gap president Paul Pressler said the agency will “help us better understand how customers feel about our brands.”

The assignment will involve consumer research and develop long-term marketing strategies. The in-house marketing teams for each brand will continue to work with outside agencies for advertising. Billings for the project were not disclosed.