Clothing retailer L.L. Bean tapped Erwin Penland to be its agency of record (AOR), the marketing company announced last week. Effective immediately, Erwin Penland will serve as L.L. Bean’s agency for digital, retail and creative, and will also assist with marketing strategy. New creative work is slated to launch this fall.
Creative Officer Con Williamson and Chief Client Officer Joe Saracino will lead the account with Executive Creative Director John Cornette and Senior Vice President and Account Director Kat Shafer.
“What we have here is the chance to do amazing work for a classic American brand – how can we not be excited about the opportunity to work with L.L. Bean?” Williamson said in a statement. “The best part about this win is that this was a true all-agency effort. Everyone leaned in to play a part because we all love the brand. We couldn’t be happier about the road ahead.”
“Erwin Penland’s roots align perfectly with the L.L. Bean brand,” L.L. Bean Chief Marketing Officer Steve Fuller said. “We’re excited to keep pushing boundaries with a digital creative strategy that keeps us innovating and fresh for our consumers, and we know Erwin Penland can help us do that.”
The company already served as AOR for the restaurant chain Denny’s Corp.
This is the second big announcement for Erwin Penland this year. Microsoft’s multibillion-dollar ad and media business chose Interpublic Group (IPG) – of which Erwin Penland parent Hill Holiday is part – to handle its advertising and global deployment to 207 countries. The total account revenue is estimated at around $100 million.
