• by Amy Corr  @MediaPostOTL, November 5, 2014

Erwin Penland was named agency of record for outdoor and apparel retailer, L.L. Bean. The agency will handle digital, retail and creative elements, and assist with marketing strategy. Work will extend across all channels, including TV, print, retail, out of home and social. Creative is slated to launch this fall. Previously, L.L.Bean was working with a few agencies, but did not previously have an agency of record. "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," said Con Williamson, chief creative officer of Erwin Penland. "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." L.L. Bean spent $11 million on measured media in 2013 and $2.6 million the first half of 2014, according to Kantar Media. "Erwin Penland's roots align perfectly with the L.L.Bean brand," added Steve Fuller, chief marketing officer of L.L.Bean. "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."