Pile and Co. to Run L.L. Bean Review

CHICAGO L.L. Bean has tapped consultancy Pile and Co. to lead a review of its estimated $20 million account, following a split with five-year incumbent Martin/Williams, sources said. The Omnicom shop confirmed it will no longer work on the business. Agency CEO Steve Collins said in a statement, “In 2004, Bean had its second consecutive year of record sales, and new customer acquisition was the largest ever, so it’s strange … they want to move in a different direction.” L.L. Bean spent $400,000 through the first quarter of 2005, according to Nielsen Monitor-Plus.

Bill Could Impact Nielsen Media

NEW YORK Tribune Broadcasting last week said it would support a bill that would subject Nielsen Media Research to mandatory Media Rating Council accreditation. The FAIR Ratings Act (for fairness, accuracy, inclusivity and responsiveness), was introduced by Sen. Conrad Burns, who plans to hold hearings on it before the Senate Commerce Committee on July 27. If the bill were in effect today, Nielsen, owned by Adweek parent VNU, would not be able to launch the local people meter service in markets where it lacks full accreditation.

New Shop Focuses on Hispanic Issues

NEW YORK CMS Partners, a new Hispanic ad agency here, opened last week. It is co-owned by Fernando Fernandez and Gloria Constanza, both former execs of The Bravo Group in New York, and its first clients are Novartis Consumer Health Division and Cerveza Tesoro.