THE GAP TO FARM OUT INTERACTIVE WORK

Published on .

(May 31, 2001) -- Gap Inc.'s Gap Inc. Direct has sent out requests for proposals for some interactive business, including online advertising and media and Web marketing.

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.

In this article:
Most Popular