Pile and Co. to Lead $20 Mil. Nikon Review

CHICAGO — Pile and Co. has been tapped by Nikon to lead the review for the client’s $20 million ad account, sources said.

The Boston-based consultancy emerged from a field of rivals that included Hasan & Co. in Raleigh, N.C. and Matchworks in New York, according to sources.

Officials with both Nikon and Pile and Co. declined comment on Thursday. It is expected that Pile and Co. will initially query 15-20 agencies to participate in the pitch, trimming to six or seven semifinalists in mid-December, sources said.

Citing creative differences, Nikon parted ways with its agency of eight years Fallon, in October. According to a statement, officials from the Melville, N.Y., company wanted to “explore new creative options” based on “changed business needs.”

Fallon’s most recent work for the client, from its Minneapolis office, touted Nikon’s Coolpix digital camera with the company’s first TV spot in eight years. The spot depicted a gawky guy at a party searching for his missing camera. The spot ended with the line, “The one that swivels.”