• August 12, 2011

L.L. Bean has selected Weber Shandwick to design and execute an integrated cross-platform communications campaign for the company's upcoming 100th anniversary celebration.

The multiplatform campaign will debut in January. The company is using a fully integrated approach, including advertising, events, public relations, retail activities, social media and cause marketing. GSD&M of Austin, Texas handles advertising for the Freeport, Maine-based retailer.

Weber Shandwick has executed campaigns for a number of brand milestones including Harley-Davidson's 100th anniversary, Ocean Spray's 75th anniversary, and General Motors' 100th anniversary. The L.L.Bean 100th anniversary effort will be led from the firm's Boston office with support from teams in New York and Chicago.--Tanya Irwin