Retailer L.L. Bean Opens Review for Creative Shop

$40 Million Account Has Been Without Agency of Record

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NEW YORK (AdAge.com) -- Apparel and outdoor equipment retailer L.L. Bean has placed creative duties on its $40 million advertising account into review.

Freeport, Maine-based L.L. Bean currently does not have a creative agency of record and has been farming out work to agencies on a project basis. Its media agency of record, WPP Group's Mediaedge:cia, is not affected, the marketer said.

An L.L. Bean spokeswoman declined to discuss the scope of the agency review, saying the company "was really in the preliminary stages" but confirmed that it has retained consultant Select Resources International, Santa Monica, Calif., to oversee the search.

Recent agency partners
In recent years, L.L. Bean has worked with WPP Group's JWT, New York, and Omnicom Group's Martin/Williams, Minneapolis on creative duties.

A longtime catalog retailer, L.L. Bean in 2000 began expanding its retail store presence from its flagship location (the 160,000-square-foot store features a trout pond and is open 24 hours a day, 365 days a year) and now has retail stores in nine states, plus outlets throughout the New England and Mid-Atlantic regions.

The privately-held company, which has annual sales of $1.5 billion, has been boosting its online presence too, with online sales surpassing phone orders for the first time during the 2006 holiday season.

The retailer spent $37.4 million on U.S. measured media in 2006, according to TNS Media Intelligence.
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