Gap fashion chain decides on IDK for pounds 4m UK media job

Gap, the clothing retailer, has appointed IDK to handle its pounds 4 million media planning and buying business after a review.

Gap, the clothing retailer, has appointed IDK to handle its pounds

4 million media planning and buying business after a review.



The fashion retailer approached media companies before Christmas as part

of plans to launch a major advertising offensive later this year.



IDK is understood to have been informed this week that it has won the UK

business, with budgets being boosted to reflect the increased

advertising activity.



Historically, Gap has spent less than pounds 2 million in the UK on

advertising.



UK media was split between MediaCom, which has handled some buying on an

ad-hoc basis, and Gap’s US office, which has managed much of the UK

media buying in-house.



The company’s marketing and creative work is led from its San Francisco

headquarters.



Gap is understood to have decided that a more sophisticated advertising

approach requires a media company on the ground in the UK.



No-one at IDK was available to comment on the win as Campaign went to

press.