Lands' End tries TV to build e-commerce

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Lands' End this week breaks its first TV campaign designed specifically to build Internet traffic. The spots, from Biederman, Kelly, Krimstein & Partners, New York, will run primarily on cable news programming. Separately, David A. Johnson to VP-direct marketing, from director of direct marketing. He succeeds Lori Liddle, who held the title senior VP-direct marketing. Ms. Liddle has left the company.

Copyright April 1999, Crain Communications Inc.

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