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Battle of the Brands

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Diary of a CMO

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June 26, 1998

L.L. Bean Account Goes to Mullen

L.L. Bean, Freeport, ME, last week selected Mullen Advertising as its new agency. Billings are reportedly $20 million. L.L. Bean said it chose Mullen because of its branding perspectives, creative talent and experience with outdoor-oriented companies. Mullen had worked with outdoor brands Timberland, Swiss Army and Malden Mills, makers of the Polartec clothing material. The assignment will include television, print, direct marketing and media buying, Mullen said. The account was previously handled by Bronner Slosberg Humphrey, Boston.