Dive Brief:
- The Gap has named Wieden & Kennedy New York as its lead global agency.
- The clothing retailer has been in talks with Wieden for months and awarded the $60-million account without a review.
- Gap's global CMO, Seth Farbman, has been focusing on reviving the brand since 2011. Wieden & Kennedy will now play a key role in that revival.
Dive Insight:
The Gap is a huge account win for Wieden & Kennedy. Not only is it a large account, the brand is on the up-and-up thanks to rebranding and revival tactics from the CMO. It should be challenging and exciting work for the agency, which now has an opportunity to work in retail again after its split with Target in 2012.
