PHD scoops £30m pan-European Gap account

LONDON - Gap, the US fashion retailer, is set to appoint PHD to handle its estimated £30m pan-European media planning and buying account.

The retailer is said to be in final-fee negotiations with the agency, after a pitch against MediaCom. ZenithOptimedia, the incumbent, declined to participate in a full pitch for the business.

Naked Communications works with Gap on its brand and communications strategy, and is unaffected by the review. Creative is handled by the US agency Laird & Partners.

Last week, Gap Inc announced a review of its Gap and Old Navy brand strategies in light of an 8% fall in December sales.

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