NEW YORK: L.L.Bean has chosen Weber Shandwick for the company's 100th anniversary project, following an RFP process involving five agencies.
L.L.Bean, which has no AOR and typically handles its PR work internally, selected Weber Shandwick because of the agency's expertise and strong background in anniversary work, including Harley-Davidson's 100th anniversary, General Motors' 100th anniversary, and Ocean Spray's 75th anniversary.
“We first approached Weber Shandwick because of the firm's deep experience with iconic brands and anniversaries,” said Carolyn Beem, manager of public affairs for L.L.Bean. “We were looking for a partner who understood and embraced our brand and they really brought that to the table, along with a lot of passion and a very creative cross-platform approach.”
Weber Shandwick has five people working on the project right now, but Cathy Calhoun, president of Weber Shandwick North America, said more team members will be added to the account as the activation day approaches.
The contract, which has already started, lasts through the end of 2012.
In order to bring out the value of the company and create “brand essence,” Calhoun explained that the agency will be using a multi-platform outreach approach, executed through both social and traditional media channels. The agency wants to reinforce the L.L.Bean relationship with current brand loyalists while also attracting new customers.
“Our overall goal is to tell the many L.L.Bean stories in a way that will really help them move their business forward and do justice to this iconic brand that has been so much a part of many Americans' lives for the last century,” Calhoun added.
In June, Weber Shandwick expanded its creative and strategic planning departments with the hire of Josh Rose as chief creative officer of multi-platform campaigns, the promotion of Josh Gilbert to EVP for strategy, and Alan Kercinik to EVP and director of engagement for North America.
The agency was recently hired by Boingo Wireless, a worldwide provider of Wi-Fi software and services, as AOR.