Lindt USA Seeks Agency

Chocolatier Lindt & Sprungli USA has retained Pile and Co. to find oversee a search for an agency to handle advertising for its business.

Pile — the Boston-based management consulting firm — has begun contacting small and mid-sized agencies, mainly in New England and New York.

Pile officials referred questions to Lindt executives, who did not return calls from Stratham, N.H.

Lindt, the U.S. arm of the Swiss company, has done scant advertising in recent years but is looking to spend less than $5 million annually on ads, sources said. However, because of the slow business climate and Lindt’s internationally recognized name, agencies as large as $100 million in billings are considering participation, sources said.

Lindt has switched shops with some frequency. In the late-1990s, it traded in Gearon Hoffman, Boston, for now-defunct Leonard/Monahan, Providence, R.I., before working on projects with Clarke Goward, Boston.

Past advertising mostly promoted its retail stores and seasonal sales, but Lindt now wants a shop to support its business, sources said.