Gap stores media buying shifted

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The Gap, San Francisco, shifted out-of-home media buying for its Gap stores to Leo Burnett USA's Starcom media, Chicago, from in-house. The assignment may expand to include other research responsibilities, a Gap executive said. Last year, Gap stores spent about $500,000 on out-of-home advertising, according to Competitive Media Reporting. Online media buying for Gap stores, previously in-house, was awarded to Organic Online, New York. In Europe, media buying for Gap stores was shifted to CIA's IDK, London, from Grey Advertising's Mediacom.

Copyright February 1998, Crain Communications Inc.

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