Gap Taps Wieden + Kennedy as Lead Creative Agency

Agency's first work is expected in September

Headshot of Kristina Monllos

Wieden + Kennedy's first campaign for Gap is set to launch in September, following the retailer's hiring of the agency this week.

The shop will handle global creative responsibilities—a role previously held by Ogilvy & Mather until Gap parted ways with the agency in late 2012. Gap had been working with Peterson Milla Hooks on a project basis.

"Wieden + Kennedy was a natural choice as an agency partner as we share the same vision for Gap’s evolution as a global brand," said Seth Farbman, Gap Global CMO. "We look forward to our collaboration beginning with our fall 2014 marketing campaign.” 

Global media spending figures were not available, but in the U.S. alone, Gap spent $58 million in 2012 and $37 million in the first nine months of 2013, according to Kantar Media.

The New York office of Wieden will lead the business. As Gap's needs develop, Wieden will pull in other offices around the world. 

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.