Retailer Puts $27 Million Account in Review

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CHICAGO (AdAge.com) -- L.L. Bean is putting its $27 million account into review and incumbent Martin Williams, Minneapolis, will not participate, the agency said today.

The clothing marketer yesterday told the agency it wanted to “move in a different direction” and will begin a search for a new shop, agency CEO Steve Collins said in a release.

L.L. Bean is working with consultant Pile & Co., Boston, said Steve Fuller, senior vice president of marketing at L.L. Bean. He said Martin Williams was not invited to participate.

"We hope to get this done quickly," he said.

Hired in 2000
L.L. Bean, which hired Martin Williams in 2000, did not immediately return a call. The Omnicom Group agency won the estimated $60 million Payless ShoeSource account earlier this year. But last year it lost accounts from E-Trade and Staples.

The agency said it didn’t anticipate a need for layoffs.

L.L. Bean spent $27.4 in measured media in 2004, up 16% from 2003, according to figures from TNS Media Intelligence.

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