L.L. Bean Focuses on Heritage

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Martin/Williams focuses more 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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