L.L.Bean Taps Weber Shandwick for 100th Anniversary Assignment

NEW YORK, Aug. 11, 2011 /PRNewswire/ -- American retailer L.L.Bean, a leading multi-channel merchant of quality 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," said 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 —we have a lot to celebrate."

Fuller said the details of the plan will be unveiled in January. The company is using 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.

"L.L.Bean is a brand that is laser-focused on values that are highly relevant to consumers today: quality, customer service and a love of the outdoors," said Cathy Calhoun, president of Weber Shandwick North America. "And the 100th anniversary provides a tremendous opportunity for us to help the company share the many stories that are real proof-points of those values. L.L.Bean will be sharing those stories via both traditional and social platforms – and doing some good along the way. It's an extremely exciting assignment for our firm and the team working on this project."

Weber Shandwick has executed campaigns for a number of iconic brand milestones 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.

About L.L.Bean, Inc.

L.L.Bean, Inc. is a leading multi-channel merchant of quality outdoor gear and apparel. Founded in 1912 by Leon Leonwood Bean, the company began as a one-room operation selling a single product, the Maine Hunting Shoe. While its business has grown and changed significantly over the years, L.L.Bean still upholds the values of its founder and continues his dedication to quality, customer service and a love of the outdoors. In the past 5 years L.L.Bean has donated over $10 million toward conservation and land stewardship. The 200,000 sq. ft. L.L.Bean Retail Store campus in Freeport, ME, is open 24 hours a day, 365 days a year and welcomes more than 3 million visitors every year. L.L.Bean can be found worldwide on www.llbean.com, L.L.Bean Facebook, L.L.Bean Twitter and L.L.Bean YouTube.

About Weber Shandwick

Weber Shandwick is a leading global public relations agency with offices in 74 countries around the world. The firm's success is built on its deep commitment to client service, our people, creativity, collaboration and harnessing the power of Advocates - engaging stakeholders in new and creative ways to build brands and reputation. Weber Shandwick provides strategy and execution across practices such as consumer marketing, healthcare, technology, public affairs, financial services, corporate and crisis management. Its specialized services include digital/social media, advocacy advertising, market research, and corporate responsibility. In 2010, Weber Shandwick was named Global Agency of the Year by The Holmes Report for the second year in a row; an "Agency of the Decade" by Advertising Age, Large PR Agency of the Year by Bulldog Reporter, a Digital Firm of the Year by PR News, and Top Corporate Responsibility Advisory Firm by CR Magazine. The firm has also won numerous "best place to work" awards around the world. Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For more information, visit http://www.webershandwick.com.