L.L. Bean Moves Account to Idea City

Much-Needed Win for Agency Coming out of Rocky '07

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NEW YORK (AdAge.com) -- Omnicom Group's GSD&M Idea City has picked up apparel and outdoor equipment retailer L.L. Bean's $40 million advertising account after a review.

Idea City -- which partnered with California-based interactive agency Juxt for the pitch -- was one of four finalists that competed for Freeport, Maine-based L.L. Bean's account. Other contenders were: Havas' McKinney and two independent shops, Modernista, Boston, and Cramer-Krasselt, New York. Select Resources International served as the consultant for the pitch.

Agency representatives did not return calls or referred calls to the client, which could not be immediately reached. While the privately held company has in the past worked with a variety of creative agencies, such as WPP Group's JWT, New York, and Omnicom Group's Martin/Williams, Minneapolis, of late it hasn't had a creative agency of record. The move to Idea City, based in Austin, Texas, does not affect the retailer's media agency of record, WPP's Mediaedge:cia.

The win is a big one for the struggling Idea City, which in 2007 saw a 5% revenue decline to $113 million, according to Advertising Age's just-released Agency Report. It comes just after the agency last month successfully defended the U.S. Air Force's massive account after a lengthy review; that piece of business could carry nearly $400 million in billings over several years.

Initial work, which will include TV, online, print and radio, is expected to break this fall.