May 1, 2013
Eddie Bauer, which has been redefining itself since emerging from bankruptcy in 2009, tapped Publicis Seattle as its new lead creative agency after a review.
It could not immediately be determined which other agencies competed for the business. In 2012, Bellevue, Wash.-based Eddie Bauer spent nearly $3 million in measured media spending, according to Nielsen.
Publicis declined to comment, referring calls to Eddie Bauer. A company representative confirmed the move to Publicis but did not share additional details.
Backbone Media, a Carbondale, Colo. agency that positions itself as working in the active lifestyle marketplace and handles marketing consulting and PR along with media, lists Eddie Bauer and Eddie Bauer First Ascent as clients. Execs at the company did not respond to queries.
Since coming out of Chapter 11 bankruptcy, Eddie Bauer has put more emphasis on its mountaineering roots and in 2009, launched its First Ascent line of clothing and gear aimed at climbing enthusiasts.
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