Gap shifts integrated account out of Craik Jones

by Ben Bold, Brand Republic 13-Aug-08, 09:00

LONDON - Clothing chain Gap has shifted its integrated marketing account out of Craik Jones Watson Mitchell Voelkel into Kitcatt Nohr Alexander Shaw without a pitch.

A spokeswoman for Gap told Brand Republic: "We were working with Craik Jones on an 18-month period on a project basis. We have hired Kitcatt Nohr to work on a CRM project."

The news is a blow to Craik Jones, which recently decided not to repitch for its Boots business, when the high-street chemist announced a review of its direct marketing for its Advantage loyalty card.

However, the agency recently won business from US-based credit card brand Capital One.

The move follows the news that Gap has been knocked off its podium as the world's biggest fashion retailer, having been usurped by Zara. The Spain-based clothing chain saw sales rise by 9% to €2.2bn (£1.7bn) in the first quarter of its financial year -- whereas Gap reported a sales fall of 10% to €2.17bn.

The US chain's ailing performance has led to staff cuts across its operations outside the US, including job losses within its UK marketing team.

Marketing reported yesterday that Gap has restructured its European marketing and design department.

The retailer has made a number of redundancies in its marketing team based in London and axed all its European designers as it returns to a global design model in an attempt to cut costs. Up to 80 jobs could be lost.