HomeRuns.com Account in Play

Contenders are expected to emerge this week for the $10 million ad account of HomeRuns.com, the home grocery-delivery service for Massachusetts residents.
Judy Neer, executive vice president at Pile and Co., Boston, which is overseeing the review, confirmed that a list of agencies is close to being finalized. Both creative development and media chores are in play, she said.
Midsized shops, mainly in greater Boston and with strong backgrounds building consumer brands, are being contacted, sources said. The Somerville, Mass., client is seeking a shop to help tout its expansion plans.
Neither Holland Mark Edmund Ingalls, based here, which handled the business in the late-1990s, nor Boston startup Connelly & Partners, which of late has worked on projects for the client, have been invited to participate, Neer said. PGR Media, Providence, R.I., which handles media-buying, is also not taking part, she added.
Connelly & Partners president Steve Connelly, who said the shop has crafted radio spots and print ads for the client, confirmed that his agency is not involved. Officials at Holland Mark and PGR did not return calls.
In February, the client said it is greatly expanding its services into new markets within the next three years, driven by a $100 million investment from Cypress Group, a New York private equity firm.
–David Gianatasio