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Martin/Williams fo-cuses keenly on L.L. Bean’s heritage in a campaign that includes online ads and the retailer’s first national TV spot.
The broader media approach is meant to reflect a shift in the Freeport, Maine, company’s operations, which will emphasize Web retailing and retail stores in addition to its traditional catalog sales, said Anne Weber, a managing director at the agency.
“The catalog is where this company started … but the Web and retail stores have grown so quickly they’re a significant part of their business,” she said.
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