Gap hires Crispin Porter + Bogusky to reach more men

LONDON – Gap has appointed Miami creative agency Crispin Porter + Bogusky to help it reach more men.

The agency was appointed without a formal review to work on the brand's US advertising.

The business had been handled by New York agency Laird & Partners, which continues to handle the bulk of Gap's business.

Laird & Partners is behind the current TV campaign starring Sarah Jessica Parker.

Gap is estimated to spend around $125m in total on advertising, with the Crispin Porter brief thought to be worth around $25m.

Crispin Porter is best known for its work on launching the BMW Mini in the US and for Ikea, which the agency resigned recently after three years following a difference of opinion with the retailer.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.