Cataloger and online retailer L.L. Bean confirmed New York shops JWT and MEC Interaction will handle its $20 million-plus account.
The Freeport, ME, company wanted agencies that could better integrate its catalog, retail store and e-commerce channels. Three-year incumbent Martin/Williams, Minneapolis, did not participate in the review.
E-commerce has grown increasingly important to L.L. Bean's future, with sales in that channel overtaking catalogs this year. But the catalogs will remain the company's primary marketing tool, supported by online marketing, print ads and television spots.
