Upfront Push by GAP

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There was a time tony women's magazines relegated The Gap print ads to less than optimal pages, far from positions of prominence offered high-priced designers and department stores.

About two years ago, Jayne Greenberg used a strong hand and some creativity to change things.

Ms. Greenberg, 39, VP-media, unharnessed the power of outdoor advertising by being among the first to experiment with "spectaculars," those oversized boards now dotting urban landscapes.

That wasn't all.

Ms. Greenberg, who grew up helping at the family's Lancaster, Pa., children's clothing store, leveraged that outdoor success.

"If you don't want to give [better placement] to us, fine. We'll just take our money elsewhere," Ms. Greenberg says she told magazines.

That money -- The Gap's media spending -- has more than tripled, from $25 million for the nine months ending September 1997 to $90 million for the same period in 1998, according to Competitive Media Reporting.

Today, Gap ads don't run beyond Page 7.

Ms. Greenberg is using her creativity once again to change the landscapes of international cities such as London, Paris and Tokyo as the retailer expands globally. When it launched in Japan, Ms. Greenberg had the retailer buy up all the ad space on one Tokyo subway train -- creating a "The Gap train."

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