L.L. Bean Asks 25 Shops To Participate in Review

L.L. Bean, the catalog retailer of outdoor clothing and accessories in Freeport, Maine, has placed its estimated $20-25 million account in review.
Up for grabs are broadcast and print creative duties as well as media and some direct marketing chores, confirmed Catherine Hartnett, a company representative.
Incumbent Bronner Slosberg Humphrey here has handled the business for the past five years. Agency chairman Michael Bronner declined comment last week. Sources said the shop intends to participate in the review.
Pile and Co. in Boston is overseeing the search, which is expected to conclude in six to eight weeks. The consultancy has sent pitch materials to some 25 agencies around the country, sources said.
Among the recipients: Hill, Holliday, Connors, Cosmopulos, Arnold Communications, Holland Mark Martin Edmund and Ingalls Advertising, all in Boston; Mullen in Wenham, Mass.; Publicis/Bloom, New York; The Richards Group, Dallas; and Carmichael Lynch, Minneapolis.
The Martin Agency in Richmond, Va., and Fallon McElligott in Minneapolis were also contacted, but declined because of conflicts, sources said.
Not included in the review is L.L. Bean’s interactive assignment, or its in-house catalog production business.
Hartnett would not say what prompted the review. Sources pointed to flat sales throughout Bronner’s tenure as the motivation. –with staff report