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BOSTON – The ability to create strong brand identities for outdoor lifestyle clients appears to have been key for three shops emerging as finalists for L.L. Bean’s $20-25 million account.
Advancing after a round of “chemistry checks” with the Freeport, Maine-based client were: Mullen, Wenham, Mass.; The Richards Group, Dallas; and Carmichael Lynch, Minneapolis.
Eliminated from contention were: Hill, Holliday, Connors, Cosmopulos in Boston; Toth Design & Advertising in Concord, Mass.; and Angotti, Thomas, Hedge and Messner Vetere Berger McNamee Schmetterer/Euro RSCG, both in New York.
Incumbent Bronner Slosberg Humphrey in Boston chose not to participate in the review, which is being run by Boston-based management consulting firm Pile and Co.
The finalists will next complete a speculative assignment.
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