GSD&M suits up for L.L. Bean

GSD&M Idea City has landed L.L. Bean's creative account.

The advertising agency learned Monday that it will handle the Maine-based retailer's online, print, television and radio advertising efforts. L.L. Bean's media and buying duties are handled by New York-based Mediaedge:cia. Insiders estimate that L.L. Bean will spend about $30 million on advertising in the coming year.

"L.L.Bean is a company we deeply admire," says Duff Stewart, president and chief operating officer of GSD&M. "We are honored that they've entrusted us to help grow their business and steward their legendary brand. We look forward to a long relationship ahead."

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Outdoor apparel and gear retailer L.L. Bean operates about a dozen retail stores and 15 factory outlets throughout the Northeast. It also sells its wares through 200 million catalogs is sends out every year.

L.L.Bean expansion plans call for three new stores this year. It plans to have 32 stores by 2012.

This is the most recent win for GSD&M, which picked up a 10-year, $372 million contract with the United States Airforce last month.

The agency is hoping to build up momentum after a difficult 2007 when it parted ways with several high-profile clients, including Chili's and Wal-Mart.