Hasta La Creative!

Gap brand is decreasing its reliance on a main global agency in favor of a roster of agencies tapped on an as-needed basis.

In early 2011, Gap brand tapped Seth Farbman, Ogilvy’s worldwide managing director, as its chief marketer and said the shop would handle its business globally. Now, the brand is looking beyond Ogilvy to shops including Peterson Milla Hooks and AKQA.

PMH, a Minneapolis-based shop, has worked with Target, Kmart and JC Penney. The shop created Gap’s summer “Be Your Own T” campaign and is working on the upcoming holiday campaign. AKQA worked with the brand on its digital Styld.by program.

Continue reading at AdAge.com