L.L. Bean Shifts Media to GSD&M

Omnicom Group’s GSD&M Idea City has expanded its relationship with L.L. Bean, adding media buying and planning duties to the creative chores the shop has handled since May 2008.

There was no review, and WPP’s Mediaedge:cia was the incumbent on the media business.

“We’ve known all along that having an integrated approach of planning, creative and media under one roof — and constantly working together — makes for stronger and more effective media messages,” an agency rep said.

L.L. Bean CMO Steve Fuller agreed, and noted that GSD&M’s performance on the creative portion of the account over the past two years “made us want to have all marketing efforts under one roof.”

The Maine-based apparel and footwear retailer had routinely spent $20 million or more annually in measured media, including $28 million in 2008, per Nielsen. However, its outlay dropped off precipitously last year, totaling $3 million through the first 11 months of ’09.

This marks Austin, Texas-based GSD&M’s third recent addition, following assignments from Golfsmith and Harrah’s last month.