The company, which has long handled its online creative in-house, had farmed online media most recently to Organic, although marketing budget cuts at the San Francisco-based retailer are believed to have severely affected the company's online marketing efforts.
Further details weren't known, and officials at Gap did not return calls.
Last week, the company quietly began to contact agencies about an assignment for creative for traditional media for its Gap Kids and babyGap business. Gap had also assigned Modernista!, Boston, to help with work for back to school and the holidays. -- Catharine P. Taylor
Copyright May 2001, Crain Communications Inc.