Gap has tapped Wieden & Kennedy, New York, as its lead global agency.
The retailer, which has been in discussions with the agency for months, awarded the business without a review. Gap brand spends about $60 million annually on measured media, according to Ad Age's Leading National Advertisers Report.
Seth Farbman, Gap's Global CMO, said the first "substantive conversation" with Wieden took place late last year. Gap had been working with Minneapolis-based Peterson Milla Hooks on a project basis since splitting with Ogilvy in late 2012. Mr. Farbman, an Ogilvy alum, said the time was right to embrace a lead agency. Wieden's first work for Gap is expected to break in September.
"We've gone through our internal journey to get clarity on the brand," Mr. Farbman explained. "In day-to-day retail, when you're focusing on the customer every single day, you need someone who has just that half-step perspective more. You have to find a partner to bring [the brand] to life creatively in ways you couldn't possibly imagine yourself."