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Software AG In Play

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BOSTON
Software AG Americas has retained Pile and Co. 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.
Skip Pile, president of the Boston-based review consultancy, declined comment last week. Client officials could not be reached by press time.
Software AG initiated the search for a midsized agency to create a strong brand image. The company hopes to establish name recognition among business software buyers, particularly in the United States, where the company competes against better-known rivals such as Oracle Corp. and SAP, sources said.
New England, New York and Southeast shops are being contacted, sources said. Expertise at branding business-oriented clients on a national scale is required for admission into the review, sources said. While high-tech prowess is considered a plus, it is not a requirement, sources said.
The client is looking to have 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 sometime in December, sources said.
Formerly a subsidiary of Software AG in Darmstadt, Germany, the Reston, Va.-based client is now operating as an independent corporation, licensing Software AG database management, application engineering and related products for sale in American markets.
The company filed with the Securities Exchange Commission in September to make an initial public offering of 7.7 million common shares. The company said it expected the stock to be worth between $12 and $14 a share.
Advertising for Software AG was last performed on a project basis by Saatchi & Saatchi in San Francisco. WestWayne in Atlanta worked on the account in the early 1990s, losing the business about four years ago.
--with staff reports