London: Global retailer The Gap has brought in Burson-Marsteller to provide PR support in the US and UK on a number of corporate projects as it strives to uphold its reputation.
The work will incorporate the company's three brands - Gap, Banana Republic, and Old Navy - with the latter two being sold in the US only.
Anita Borzyszkowska, senior PR director in Europe, said, "We have appointed Burson on a project basis to help support the in-house PR function on a number of corporate projects." It is understood that Burson will tackle criticism of the firm's use of low-cost manufacturing in Asia.
Alan Marks, VP of corporate communications at The Gap in San Francisco, confirmed that the company is still working with Edelman as its main agency in the US.