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Martin/Williams continues efforts to set L.L. Bean apart from its outdoor-gear competitors by stressing the re tailer’s longevity and family ownership in a new TV spot tied to the company’s 90th year.
“Competitors have come and gone,” says a voiceover after the company’s anniversary is noted. “But none have matched L.L. Bean’s commitment to quality.” The Freeport, Maine-based client spends $15-20 million annually on ads.
“It presents consumers with a choice,” said John Karlson, svp of strategic development at the Minneapolis shop.
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