Bean History Key to M/W's Idea

L.L. Bean’s 89-year history will play an important role in Martin/Williams’ first work for the retailer, expected early next year, according to agency officials.

“Their quest is to make that brand more contemporary and relevant to a younger audience,” said John Karlson, the Minneapolis agency’s director of strategic research, who will run the account. “We’re in an age of disposable transient brands, and L.L. Bean stands out as a company with substance.”

Martin/Williams landed the Freeport, Maine retailer’s $15-20 million account after a review conducted by Pile & Co.