L.L. Bean is looking for a new agency. That photograph up there is of Leon Gorman, L.L. Bean's grandson who took over the company in 1960. Chris McCormick is the current CEO, but this picture of Gorman standing beside those iconic boots could not be resisted.

The lucky five in contention for the $30M account include Modernista!, Cramer-Krasselt; GSD&M, Cutwater and McKinney. Isn't that a weird mash-up? The retailer has used Martin/Williams up until 2005 and then JWT for a brief stint.

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