L.L. Bean Moves to GSD&M

LOS ANGELES L.L. Bean has selected Omnicom Group’s GSD&M Idea City in Austin, Texas, to handle creative duties on its ad account following a review, the client has confirmed.

“We were impressed with GSD&M’s understanding of L.L.Bean’s brand and customers, as well as their insight into the opportunities of our evolving multi-channel marketing strategies,” said Steve Fuller, client svp, marketing.

Said Duff Stewart, shop president and COO: “We are honored that they’ve entrusted us to help grow their business and steward their legendary brand. We look forward to a long relationship ahead.”

Independents Modernista! in Boston and Cramer-Krasselt in New York, as well as Omnicom’s Cutwater in San Francisco and Havas’ McKinney in Durham, N.C., also competed for the business, sources said.
Select Resources International, Santa Monica, Calif., conducted the review on behalf of the Freeport, Maine-based company.
L.L. Bean has recently used freelance shops for its work, following its 2006 split with WPP Group’s JWT in New York. Before that, Omnicom’s Martin/Williams in Minneapolis had handled the creative.
Media incumbent Mediaedge:cia, a WPP shop, will continue to handle media buying and planning duties, which were not in play.
Bean spent about $25 million on ads in the last two years, per Nielsen Monitor-Plus, but sources said the client would increase spending to at least $30 million once a new shop was selected.

GSD&M has struggled for more than a year, mainly owing to the loss of a significant portion of its AT&T business. The agency was re-hired on the U.S. Air Force account last month following a review.

This story updates an item posted earlier today with confirmation and comments.