BJ’s Wholesale Club Goes Into Play

BOSTON Retailer BJ’s Wholesale Club has enlisted management consulting firm Pile and Co. to oversee a review for its ad account, which has been split between independent shops Boathouse (creative) and Pro Media (media buying), according to sources.

Boathouse and Pro Media, located in Needham and Natick, Mass., respectively, are not defending, sources said.

The Natick, Mass.-based client spent $7 million on ads last year but just $300,000 through July 2004. BJ’s produces regional campaigns that include print, broadcast and direct executions. BJ’s switched to Boathouse in April 2002 from Partners & Simons in Boston without a review.

A Pile representative declined comment; client and agency officials could not immediately be reached.

A list of semifinalists is expected within the next few weeks.

The client operates more than 100 stores in 16 Eastern U.S. states, concentrated mainly in New England and Southeastern markets, as well as in New York, New Jersey and Florida.