By Greg Hazley
Retailer L.L. Bean has ordered a centennial PR campaign from Weber Shandwick as the Maine-based outfitter plans for the milestone in 2012.
The Interpublic unit has worked on 100th-year efforts for Harley-Davidson and General Motors, as well as the 75th anniversary of Ocean Spray.
Steve Fuller, chief marketing officer for L.L. Bean, said the company, which does not have a PR agency of record, admired that work, adding that the firm brought a clear understanding of the brand and business objectives to its pitch.
L.L. Bean was founded in 1912 by a Maine hunter and fisherman who sold waterproof boots.
Weber Shandwick’s Boston office heads the account, with assistance from New York and Chicago.
Fuller said details of the anniversary will be unveiled in January. GSD&M of Austin, Tex., is handling advertising. Events, PR, retail activities, social media and cause marketing are all on tap.
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