Gap Inc. Reviews Its $190 Million U.S. Media Assignment


Gap Inc. is reviewing its U.S. media agency assignment, the apparel giant has confirmed.  

The company spent $190 million on measured media in the U.S. last year according to agency research firm COMvergence. 

The long-time incumbent is Omnicom’s PHD. A source with knowledge of the situation indicated that the agency plans to defend the account. 



Gap Inc. brands include Old Navy, Banana Republic, Athleta and the flagship Gap brand. 

A company rep confirmed the review and issued this statement:  

“Gap Inc.’s ongoing media review is one example of how we are maintaining operational and financial rigor while enhancing capabilities that drive revenue and relevance in our pursuit of brand reinvigoration.” 

Gap Inc. reported full-year 2022 net sales of $15.6 billion. When it issued Q3 results in November the company said it anticipates that full-year 2023 net sales could be down in the mid-single digit range.  


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