Hasta La Creative!

Gap has tapped Wieden & Kennedy, New York, as its lead global agency.

The retailer, which has been in discussions with the agency for months, awarded the business without a review. Gap brand spends about $60 million annually on measured media, according to Ad Age’s Leading National Advertisers Report.

Seth Farbman, Gap’s Global CMO, said the first “substantive conversation” with Wieden took place late last year. Gap had been working with Minneapolis-based Peterson Milla Hooks on a project basis since splitting with Ogilvy in late 2012. Mr. Farbman, an Ogilvy alum, said the time was right to embrace a lead agency. Wieden’s first work for Gap is expected to break in September.

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