L.L. Bean caught the eye of the advertising and media trade this week with their decision to hire Pile and Co., an advertising consultant firm, to review their advertising program. For the past five years, L.L. Bean has held a contract with Martin/Williams of Minneapolis for their print and television ad program. Reportedly, the company is now looking to shift its focus from catalog sales to an integrated brick & mortar and internet strategy.
The review process will include a search for a new advertising agency and Martin/Williams does not plan to submit a proposal in spite of their award winning efforts for the retailer in the past. In a prepared statement to local media outlets, Rich Donaldson, spokesperson for L.L. Bean said that the shift in strategy at the retailer will become evident as more stores open.
