L.L.Bean Selects GSD&M Idea City as AOR

L.L.Bean has named GSD&M Idea City as its advertising agency of record. The account includes creative duties for the company’s online, print, T.V. and radio advertising efforts. Media planning and buying remains with Mediaedge:cia. The value of the contract was not disclosed.

“We’re enthusiastic about embarking on this new relationship with GSD&M Idea City,” said Steve Fuller, L.L.Bean senior VP of Marketing, in a statement. “There were many strong competitors in this process. We were impressed with GSD&M Idea City’s understanding of L.L.Bean’s brand and customers, as well as their insight into the opportunities of our evolving multi-channel marketing strategies.”