BrownCo Initiates an Agency Search

BOSTON BrownCo, the online brokerage arm of J.P. Morgan Chase, has hired Pile and Co. to oversee a review of its ad account, a Pile representative has confirmed. Incumbent Via is not defending, the Pile rep said.

The client, based here, spends about $10 million annually on ads, and tapped independent Via in Portland, Maine, in December 2002 following a review. In that review, Via outpaced Boston incumbent Gearon Hoffman and three New York-based contenders: Foote Cone Belding, Gotham and TBWA\Chiat\Day.

“As a result of their changing needs, BrownCo will be looking for a larger agency to pick up their brand advertising so as to provide greater economies of scale to their marketing endeavors. However, BrownCo will continue to work with Via in developing branded content outside the boundaries of traditional advertising,” said Via CEO John Coleman in a statement.

The client could not immediately be reached.

Via launched a TV and print campaign for BrownCo last June, touting a name change (from Brown & Co.) and introducing the themeline, “You know what you want. We get it.” Documentary filmmaker Errol Morris directed the TV ads. The effort targeted experienced investors who know how to trade online [Adweek Online, June 9].

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