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$5-7 Mil. Software Account in Play BOSTON: Software AG Americas in Reston, Va., has retained Pile and Co. here to oversee a review for its creative and media assignments, sources said. Billings for the account, which has been unassigned for some time, are estimated to be in the $5-7 million range, sources said. Software AG initiated the search for a midsized advertising agency to create a strong brand image. New England, New York and Southeast shops are being contacted, sources said. Expertise at branding business-oriented clients on a national scale is required, sources added. The client is looking to compile a list of six to eight semifinalists in the next few weeks. That list will likely be trimmed to three to five finalists, with a winner announced in December. Trahan Loses Harrah's Image Advertising CHICAGO: Carmichael Lynch, Minneapolis, is expected to be selected for a corporate image assignment from Harrah's Entertainment, Memphis, Tenn. The business, which could bill more than $15 million, may also include media buying. Longtime lead agency Trahan, Burden & Charles in Baltimore is expected to continue handling field advertising. Harrah's officials could not be reached at press time; Carmichael Lynch declined comment. Fallon, JWT Media Directors Move South ATLANTA: Hoping to enhance their media departments operations and reputations, Long Haymes Carr in Winston-Salem, N.C., and Crispin Porter & Bogusky in Miami have recruited media directors from bigger, better-known agencies. Kate Holmes, media director for Fallon McElligott in Minneapolis for eight years and then group media director for Fallon McElligott Berlin in New York, is joining Long Haymes Carr as senior vice president and media director. The 41-year-old Holmes has worked on such accounts as Lee Jeans, Jim Beam and Timex. Separately, Crispin Porter & Bogusky hired Rich Rivera, 38, to head that agency's media department. Most recently partner/manager for J. Walter Thompson's Ford Motor Media buying group in Detroit, Rivera also worked on Kellogg and DeBeers while at JWT. Both Holmes and Rivera begin their new positions this week. Planet Hollywood Allies With Bernstein CHICAGO: Bernstein-Rein Advertising in Kansas City, Mo., is working on project assignments for Planet Hollywood International, including the entertainment company's first foray into television. Michael Baker, vice president of worldwide marketing for Orlando, Fla.-based Planet Hollywood, said the company is working with Bernstein-Rein on "a number of projects." Baker declined to provide details but confirmed it involves the company's first television advertising. He would not disclose the advertising budget for the assignment.

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