US casual clothing retailer The Gap is putting its European marketing
efforts under the spotlight following the appointment of a new vice-
president marketing, international.
Pascal Somarriba-Brouard, who formerly worked on Benetton’s
controversial ad campaigns with photographer Oliviero Toscani, has been
poached from designer Cerruti to spearhead the strategy to broaden the
brand’s franchise outside the US. A source within the firm said that
‘everything is under consideration, including a move onto TV for the
It is thought that ads will continue to be created at the company’s San
Francisco head office, but spending on advertising will rise from the
pounds 520,000 (Register-MEAL) currently spent on press, bus sides and
In September, The Gap printed ads on the back of seven million London
Tube tickets and BT phonecards, as it began to widen its use of media.
It also distributes ads on postcards in bars and cafes.
The move to upgrade the brand’s marketing presence in Europe mirrors
what is happening in the US. Vice-president marketing Michael McCadden
is keen on the use of new media and is to increase the use of TV
The Gap operates 70 outlets in the UK, 17 in France and six in Germany.