L.L. Bean is shifting its marketing strategy and has hired two new advertising firms to address the reality of multi-channel marketing in todays retail environment. The company has hired JWT, a New York advertising firm, to handle its traditional media advertising needs and MEC Interaction, a firm that specializes in on-line and electronic media.
In published reports, the company said that it is looking for a new approach to communicating with web shoppers as on-line sales grow as a percentage of total sales. The primary goals of the new relationships are to infuse some “new energy” into Beans ad campaign and to become more proficient at multi-channel marketing and advertising. The new contracts are reportedly worth roughly $20 million.
