L.L. Bean Trims Field




Initial Cut Leaves 7 Shops in the Running; Incumbent Bronner Slosberg Bows Out Early
BOSTON–Catalog retailer L.L. Bean’s first cut has left seven agencies vying for its $20-25 million ad account.
Still in the running are: Hill, Holliday, Connors, Cosmopulos in Boston; Mullen in Wenham, Mass.; Toth Design & Advertising in Concord, Mass.; Angotti, Thomas, Hedge and Messner Vetere Berger McNamee Schmetterer/Euro RSCG, both in New York; Carmichael Lynch in Minneapolis; and The Richards Group in Dallas.
Five-year incumbent Bronner Slosberg Humphrey, Boston, chose to withdraw before the field was narrowed, said Skip Pile, president of Pile and Co., the Boston consulting company overseeing the competition. The seven shops were culled from an initial list of about 20 agencies that returned requests for proposals issued last month by Pile and Co. The semifinalists will present credentials to the Freeport, Maine-based client before a cut to three or four finalists is made in a couple of weeks, Pile said.
Remaining contenders will then make creative presentations, with a decision expected by late May or June.
The winner will be asked to create TV and print campaigns. The client’s online marketing assignment stays with the Strategic Interactive Group, a unit of Bronner.
Company officials have not said what prompted the review. According to sources, the client was unhappy with continued flat sales of about $1 billion during Bronner Slosberg’s tenure on the business. The client spent $15 million on advertising last year, per Competitive Media Reporting.