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 or if there was an incumbent. 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, will continue to handle media and PR for Eddie Bauer and Eddie Bauer First Ascent. Execs at the agency 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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