Gap, the fashion retailer that has traditionally used high-profile TV ads to build its brand, is scrapping the medium in favour of social networks for a campaign to publicise its new line of denim-wear.

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If social media is to become the ad medium it’s been hyped as, it will need buy in from media agencies. new media age talked to the head of some of the UK’s top digital agencies to ask how they want soical networking to evolve and what’s holding clients back from joining in.

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