LoJack Taps Pile to Manage Review

BOSTON Stolen-car recovery system LoJack hired Pile and Co. to oversee a review of its ad account, the consultancy here has confirmed.

The company spent about $10 million last year on ads, down roughly 10 percent from 2005, per TNS Media Intelligence.

Westwood, Mass.-based LoJack uses the tagline “Get it. And get it back.” The previous positioning was, “Keep it close.”

The client has long been with Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston, which said it is not defending.

The shop has crafted mainly TV, radio and print ads for the company. Hill, Holliday won the account following a 2001 review, but in recent years LoJack has become one of its smallest ad spenders.

There have been high-level management changes at LoJack of late, with the company naming Ronald Waters president and COO in February. Waters most recently served as COO at Wrigley in Chicago. Late last year, CEO Joseph Abely resigned, replaced by Richard Riley, who at that time was serving as LoJack’s president.

Despite coming up short last week in Coldwell Banker’s $100 million review, Hill, Holliday has been on a winning streak, adding significant new business in recent months from AOL, Bank of America and Diovan.

In addition to LoJack, Pile was recently hired to guide a search for discount retailer Big Lots, which spends about $50 million annually on ads.