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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 (5/24)
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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Score 77: Account in Jeopardy - LL Bean names first chief brand officer

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

Company: L.L. Bean, Freeport, Maine-based outdoor recreation and clothing provider. 

Opportunity: The outdoor clothing retailer has named its first chief brand officer: Chris McDonough. In the newly-created role, McDonough will oversee all marketing, e-commerce, brand and B2B communications. McDonough is the former marketing director of Asda, where he worked alongside LL Bean's (relatively) new CEO Stephen Smith, to whom he will report (more

We aren't 100% certain when McDonough will officially start - he is moving from the UK, after all. However, go ahead and reach out to other marketers at the company to establish relationships that could lead to new business and revenue down the line. 

IPG's MullenLowe MediaHub, Boston has handled media buying and planning since 2014, but it appears that programmatic is managed in-house (more info below). We’ll keep you posted as we learn more. Also on the roster since 2014, Erwin Penland is LL Bean's creative, digital and retail AOR (and created the most recent spring campaign, more below).

A new decision maker plus older agency relationship takes LL Bean's VAI score from 46 to 77, placing it in " index.

Additional Information

Spring 2016 Campaign: In April, we told you about the first work launched under Smith, who is considered an "outsider," since he have not previously worked at LL Bean when he took the helm last year (as opposed to every other CEO the company has had). The campaign touted LL Bean's heritage and ran during a Boston red Sox's game and the Weather Channel, and was also supported by digital and social work.

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 $21.2 million on measured media in 2015 (down 4.9% from 2014). Most of 2015′s spend was allocated to broadcast ads (60.6%), digital display (25.1%) and digital search (13%).  Overwhelmingly, LL Bean’s largest spend period is Q4. For example Q4 2015 spend was $10.1 million compared to the $1.9 million spent in Q1 2015.

National TV Spend: Traditionally, LL Bean has not spent much on national TV ads, In fact, the company has spent only $6,000 to air one spot this year. "Field Testing" was run on the Outdoor Channel during "LL Bean Guide to Outdoors."  This is much lower spend than the same period 2015, when $285,000 was spent to air three spots (including "Field Testing," which has been on the air since Aug. 2014).

Digital Breakdown: In 2016, LL Bean has run 52 display ads on 1,146 publishers, according to Moat (<1% mobile). Top ad destinations include, and (only 3% placed site direct versus programmatically). Additionally, the company has run 14 high impact and 10 video ads this year (note that 75% of video ads are placed site direct with publishers such as and For the same period 2015, LL Bean ran 300 display, 83 high impact and three video ads on just over 6,000 publishers (<1% mobile; <1% site direct).

For full 2015, LL Bean ran 412 display, 180 high impact and 16 video ads on 6,500 publishers (<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.

L.L. Bean
15 Casco St.
Freeport, ME 04033
(207) 865-4761

Chris McDonough 
Chief Brand Officer
(207) 865-4761

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

Kelsey Capobianco
Integrated Media Planner - MediaHub (a division of MullenLowe)