L.L.Bean hires Portland agency to handle advertising

Photo / Tim Greenway The VIA Agency CEO Leeann Leahy and founder and Chairman John Coleman at the agency's offices in the Baxter Building, which dates to 1888 and was the original site of the Portland Public Library. The company has been selected by L.L.Bean as its ad agency of record.

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By Staff

L.L.Bean said Wednesday it has named The VIA Agency in Portland as its agency of record.

The Freeport-based retailer said it selected VIA, Maine’s largest advertising agency, was selected following a “highly competitive review process."

VIA has worked with L.L.Bean over the past year on a comprehensive branding project, finding a “common strategic vision.”

L.L.Bean said in a news release it 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.

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 recently won a series of new accounts, including Asurion, T. Rowe Price and CertainTeed. Its existing client base includes Three Olives, Unilever and TD Ameritrade.

L.L.Bean, founded in 1912, has more than $1.6 billion a year in sales through several channels — catalogs, its website and 34 stores in 16 states, as well as 25 stores in Japan.

Previously, L.L.Bean worked with Greenville, S.C.-based Erwin Penland, dating to 2014, Ad Age reported.