Think Wins Gap Online Projects

Gap Inc. has hired Think New Ideas, Los Angeles, to handle work on a project basis for its to-be-created BabyGap and GapKids online divisions. Think’s victory follows a review of several interactive shops nationwide, according to a Gap representative [Adweek, Aug. 17].
The combined projects are estimated to be worth $5-10 million. The review was conducted by Select Resources International, Los Angeles.
“Think’s new assignments have nothing to do with the traditional advertising for BabyGap and GapKids,” said Rebecca Weill, a Gap representative. “Those [duties] are still handled by our in-house ad team.”
Think will work directly with that team to create online work for the infant and children’s apparel divisions to launch later this year. The components will be tied to the company’s existing online store at, which sells a revolving inventory of merchandise 24 hours a day.
Gap handles maintenance and interactive duties for the virtual store in-house. For now, San Francisco-based Gap has completed its search for interactive “partners” to expand its Web-based presence, Weill said. “We may look for other [shops],” Weill added. “Think may also do other projects for us.”
Gap declined to comment on the status of any other searches.
Think’s chief creative officer, Larry Kopald, helped lead the shop’s winning pitch, said sources. Kopald referred calls to the Gap.
Separately, Gap-owned Banana Republic is still conducting a review of interactive shops for an estimated $5-10 million online assignment, which sources say is primarily for Web site development.
Old Navy, another Gap chain, last month hired interactive design and ad agency Ad Hoc Group in Sausalito, Calif., to develop its new Web site. That site, which may also include an online store, will be launched next year, according to sources.