L.L.Bean appointed The VIA Agency to become its agency of record. The Maine-based firm will handle its promotions and advertising campaign.
VIA was selected through a highly competitive review process that included numerous agencies based around the country.
L.L.Bean has been working with VIA for the past year on a comprehensive branding project. Through this work, the brands realized a synergy and aligned on a common strategic vision. L.L.Bean was impressed with VIA’s understanding of the brand, its connection to the business and highly creative approach.
“Since the publishing of our very first catalog, letting consumers know what L.L.Bean is all about has been almost as important as the products we make,” said Chris McDonough, senior vice president, and chief brand officer at L.L.Bean. “We need a partner who not only possesses creative and strategic talent, but one who intimately understands what the L.L.Bean brand stands for. VIA meets that high standard.”
VIA’s work on the account is scheduled to begin immediately, and the first campaign to roll out is planned for this summer.
“L.L.Bean is an iconic brand, and we’re privileged to work with this great company,” said Leeann Leahy, CEO of VIA. “Few brands have such a rich history, and the opportunity to build on their incredible foundation is as humbling as it is exciting. We’re proud to have a part in defining the next chapter of the L.L.Bean legacy.”
VIA has recently won a series of new accounts, including Asurion, T. Rowe Price and CertainTeed. Its existing client base also includes Three Olives, Unilever and TD Ameritrade.
Photo courtesy L.L.Bean
