Gap looks for advice from US agencies

The Gap is in talks with advertising agencies for the first time. It is understood to be interested in receiving media and marketing advice for its UK operations.

Three New York agencies, J Walter Thompson, McCann-Erickson and Grey, are understood to be pitching ideas to the company, although one source says that it is not a straightforward media pitch.

“They want people to give marketing and creative advice for this market,” says the source. “We’re not sure how much media is likely to be involved.”

The Gap is currently believed to spend about 1m in the UK, mostly on bus, underground and press advertising.

The media is bought directly by The Gap from the US. It has a close relationship there with TDI, which sells advertising on London buses and the Underground.

The change in strategy at The Gap, which has always eschewed advertising agencies and media buyers, is understood to be related to the departure of Maggie Gross, the company’s long-time advertising director in May.

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