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L.L. Bean, Inc | Company Profile, Marketing Contacts, Media Spend, Brands

Founded in 1912, L.L.Bean sells outdoor activity apparel and equipment by way of retail franchises as well as catalogs. The company is headquartered in Freeport, ME.** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (207) 865-4761
Main Fax (207) 552-2802
Primary Address
15 Casco Street
Freeport, ME 04033

L.L. Bean, Inc Contacts

Contacts (5/25)
Name Title State
Shawn G. Chairman ME
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (207) 865-4761
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 15 Casco Street
Freeport, ME

Mark F. Chief Financial Officer ME
Jean W. Chief Information Officer ME
Stephen S. President & Chief Executive Officer ME
Chris M. Chief Brand Officer ME

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
L.L. Bean, Inc. ********

Agency Relationships

Brand Agency Service From To
*.*. ****, ***. ******** (******** ** ****** **** *.*.) Media Buying, Media Planning 2014 present
*.*. ****, ***. ***** ********* Public Relations unknown present
*.*. ****, ***. *** *** ****** Creative 2017 present

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Q2, Q4 Media Opps: No. 499 LL Bean launches first campaign under ‘outsider' CEO

Subject: digital, print, cable TV, radio, social media

Company: Winmo Profile), Freeport, Maine-based outdoor recreation and clothing provider. 

Opportunity: LLBean is launching its first campaign under its new CEO, Stephen Smith. Much was made of Smith’s appointment as CEO last November, largely because he is the first outsider to take the helm of the 104-year-old Maine retailer (more here). Now, LL Bean is debuting its spring campaign, which lauds the company’s heritage.

A 30-second spot ran during Wednesday night’s Boston Red Sox game, and 15-second spots will also air nationally on the Weather Channel and on other channels depending on geography. The spring campaign will also be supported with digital and social media. Kat Shafer, managing director of Erwin Penland (LL Bean’s lead creative agency since 2014) said: “[LL Bean] saw this as an opportunity to put a stake in the ground and elevate the guarantee against that disposable mentality that society has come to accept.” Look for this “built-to-last” messaging to permeate campaigns in the future. 

Sellers – you should reach out to secure TV, digital and social revenue. Keep in mind that, traditionally, LL Bean’s largest spend period is Q4 (Q4 spend is historically twice as much as Q1 – Q3 combined). Keep in mind, though, that Q2 spend was much higher in 2015 than it has been in the past (but still less than half of Q4 spend). Therefore, there could be some Q2 dollars still available, but you should definitely reach out for possible Q4 revenue. 

IPG's Mullen Lowe Group handles media buying and planning but it appears that programmatic is managed in-house (more info below) We’ll keep you posted as we learn more. 

Additional Information

New Store Launch: Former CEO Chris McCormick previously announced plans to triple the number of stores to at least 100 by 2020. The push will include L.L. Bean's first West Coast presence with the opening of stores in the Pacific Northwest.

Media Spend: According to Kantar Media, LL Bean spent $18.1 million on measured media in 2015 (down 18.8% from 2014). Most of 2015′s spend was allocated to broadcast ads (60.6%), digital display (22.7%) and digital search (15.2%).  Overwhelmingly, LL Bean’s largest spend period is Q4.

Digital Breakdown: MediaMath demand-side platform).

For comparison, in FY 2015, LL Bean ran 412 display, 180 high impact and 16 video ads (<1% mobile; 3% placed site direct). Top ad destinations included,, and 2015′s high impact ads were mostly standard, skin, pushdown and billboard ads run on sites such as, Intellicast and Weather Channel.

Digital sellers should note that LL Bean’s display presence was much lower in Q1 2016 than it was in Q1 2015. Since Jan. 2015, most ads have run on news, arts & entertainment and education sites.

Winmo Profile)
15 Casco St.
Freeport, ME 04033
(207) 865-4761

Steve Fuller 
Chief Marketing Officer
(207) 865-4761

Bill Pond 
Vice President, e-Commerce
(207) 865-4761

Emily Carville 
Director, Advertising & Online Marketing
(207) 865-4761