L.L. Bean Names 3 Finalists

NEW YORK Three agencies have been named finalists in the review for L.L. Bean’s ad account, according to Pile and Co., the consultancy overseeing the process.

They are: Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston, WPP Group’s JWT in New York and Omnicom Group shop DDB, also in New York.

Out of the running are Cossette Communications’ Cossette Post, Publicis Groupe’s Saatchi & Saatchi and Omnicom’s BBDO. The first two pitched from their offices in New York, BBDO from its Atlanta outpost.

Estimated billings are $20 million. The client has spent about $1 million in measured media through the first half of 2005, per Nielsen Monitor-Plus.

The finalists will be briefed next week and final presentations are set for late September, with a decision due before month’s end.

The Freeport, Maine-based catalog retailer split with five-year incumbent Martin/Williams in Minneapolis, an Omnicom agency, a month ago [Adweek Online, July 6]. That shop won creative and media duties on L.L. Bean in 2000 following a review.