• by Sarah Mahoney  @mahoney_sarah, February 2, 2011

Gap Inc. has named Seth Farbman--currently a managing director at Ogilvy & Mather--as its new CMO, and hired Ogilvy & Mather Worldwide as its new ad agency.

The moves are part of sweeping changes at Gap Inc.'s floundering flagship, which the company hopes will "kick-start" a new marketing direction . It ditched Marka Hansen, who has been president of Gap North America, naming Art Peck, a six-year company veteran, to fill the post. And Pam Wallack, currently president of its Gap Adult North America team, has been named head of something called Gap's new "Global Creative Center." That unit will be based in New York, and Farbman will report to her.

In its announcement, the San Francisco-based company was candid that the brand has been a disappointment. "I expect more from our Gap business in North America," said Glenn Murphy, chairman/CEO, in the release. "The changes we're making are intended to propel the brand to deliver the product and brand experiences our customers demand worldwide."