L.L. Bean, Freeport, Maine, selected Martin/Williams, Minneapolis, for its $15 million to $20 million advertising and catalog account. The agency bested FCB Worldwide, New York and San Francisco, and Carmichael Lynch
, Minneapolis, from an initial field of seven. Pile & Co., Boston, was the consultant on the review. Incumbent Mullen
, Wenham, Mass. did not defend the account. Contenders were asked to review the outfitter's catalogs over the past decade with the goal of attracting new and younger buyers with a target age of 40, beginning with the spring catalog. The agencies also were asked to present a media plan with specific promotional recommendations. "They've gotten lost among the Eddie Bauers, Lands' Ends and North Face [type outfitters] but have an incredible guarantee, quality and heritage,'' said Mike Gray, exec VP-business development at Martin/Williams. "People love brands that have stories to tell, and they have a true one.'' Mr. Gray said his team will focus on leveraging the company's heritage, simply and clearly, but also promoting its home furnishings, kids clothing and sportswear.''
Copyright October 2000, Crain Communications Inc.