NEW YORK—American retailer L.L. Bean, known for its outdoor gear and apparel, has selected Weber Shandwick to design and execute an integrated cross-platform communications campaign for the company's upcoming 100th anniversary celebration.
"We had admired Weber Shandwick's anniversary work for other iconic brands," says Steve Fuller, chief marketing officer for L.L.Bean. "They brought real passion to the table as well as a clear understanding of our brand and business objectives. We're looking forward to an exciting 2012 for our customers, employees and partners."
Fuller said the details of the plan will be unveiled in January. The company will use a fully integrated approach, including advertising, events, public relations, retail activities, social media and cause marketing. GSD&M of Austin, TX handles L.L.Bean advertising.
Weber Shandwick has executed milestone campaigns for a number of iconic brands including Harley-Davidson's 100th anniversary, Ocean Spray's 75th anniversary, and General Motors' 100th anniversary. The L.L.Bean 100th anniversary effort will be led from the firm's Boston office with support from teams in New York and Chicago.