Assignment Focused on Men's Clothing Lines

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NEW YORK ( -- Gap Inc. has chosen MDC Partners-backed Crispin Porter & Bogusky to handle advertising and nontraditional marketing for its men's clothing line at its Gap Stores in North America, according to a statement from the marketer.

The clothing retailer will continue to work with Laird & Partners, New York, to develop creative for Gap women's, GapBody, and babyGap as well as the men's business internationally.

'Real guy' consumer
Jeff Jones, executive vice president of global marketing for Gap, in a statement said the retailer is looking to speak to its male and female customers differently and "develop distinct marketing campaigns to target men." Crispin Porter's "creativity, including their expertise in non-traditional media, will help us reach our 'real guy' consumer where he lives plays and works," he said.

Crispin Porter's recent work for Burger King involving "subservient chickens" has showcased some of the agency's nontraditional thinking.

Gap Inc. spent $125 million on measured media for the Gap brand last year, according to TNS Media Intelligence/CMR. It is unclear how much it spends on the men's business alone.

Following a strong spring, Gap Inc. reported a small increase in sales, 1.3%, for the third quarter while same-store sales declined about 1%.