Old Navy Queries Hispanic Shops

SAN FRANCISCO Gap Inc.’s Old Navy on Friday issued requests for proposals to three Hispanic agencies for a national television project, the client confirmed.

Vidal Partnership in New York; Lapiz in Chicago, which is backed by Publicis Groupe; and Omnicom-backed Dieste, Harmel & Partners in Dallas, were contacted, a client representative said.

None of the agencies could be reached for comment. Spending was not disclosed.

The project consists of developing a holiday TV campaign targeting Hispanic consumers and could lead to a long-term assignment to work on the brand, sources said.

Gap of late has been talking to shops about creative on its Old Navy and Banana Republic brands, sources said [Adweek, June 16]. The client has declined to comment on that situation.

The Hispanic project will augment the general brand campaign that is handled by the Old Navy in-house creative team, the client rep said. The assignment is in keeping with Old Navy’s strategy of targeting specific consumer segments that complement its overall message, the rep said.

Old Navy spent $150 million on advertising last year and $35 million through April 2003, according to Nielsen Monitor-Plus.

Several weeks ago, Old Navy hired Susan Wayne, formerly an account director at Publicis Groupe’s Leo Burnett, to serve as senior vice president of marketing for the discount chain.