The clothes retailer, Gap, is talking to agencies about its media
account as it prepares a new ad offensive for 1998.
The retailer has approached a number of UK media shops about pitching
for its media planning and buying business. MediaCom works with Gap on
an ad hoc basis, but the majority is still handled from the US.
Gap has historically spent less than pounds 2 million a year on
advertising in the UK. However, the retailer unveiled a major TV
campaign at the end of September, its first UK TV work, as part of a
more aggressive marketing strategy.
The company appointed a new vice-president of international marketing,
Pascal Somarriba-Brouard, at the beginning of this year with a brief to
broaden the brand’s franchise outside the US.
Gap is now said to be looking for a media agency to help provide a
clearer picture of the UK market. A Gap spokeswoman said: ’We’re very
happy with MediaCom, but are constantly reviewing other outlets.’