Hotline

Pile and Co. in Deal With Boston.com

BOSTON—Communications consulting firm Pile and Co. has entered into a co-branding arrangement with Boston.com, the online affiliate of The Boston Globe and a unit of New York Times Digital. In exchange for the right to sell banner advertising, Boston.com now provides access to Pile and Co.’s agency database at boston.com/agencysearch. The service contains information about 3,000 agencies nationwide, including updated contacts and client lists, as well as work samples. “Marketers can connect with agencies to execute their vision for building innovative interactive advertising programs,” said Lisa DeSisto, vice president and general manager of Boston.com.

Hill, Holliday Among Giant Eagle Finalists

BOSTON—Supermarket chain Giant Eagle is eyeing three finalists in the review for its estimated $15 million advertising account. In the running are Doner, Southfield, Mich., The Richards Group of Dallas and Hill, Holliday, Connors, Cosmopulos, Boston. Ferrell Calvillo, New York, had worked with the client for eight years. “We did not participate in the review,” said agency partner Ricardo Calvillo. Pittsburgh-based Giant Eagle operates about 110 stores, mainly in western Pennsylvania, and has more than 80 franchisees in Ohio and West Virginia.



Mullen Breaks New Round of Genuity Ads

BOSTON—Network service provider Genuity has launched a $30 million advertising and marketing campaign to tout its track record in Internet innovation. The campaign, created by Mullen, Wenham, Mass., includes TV, print and outdoor work that once again prominently displays the client’s black rocket icon, used in ads from Mullen last year. Mullen’s work with Genuity debuted in the fall with the launch of a campaign for the company’s black rocket integrated network platform.

Roundup

BOSTON—Arnold Worldwide, Boston, is preparing to unveil several campaigns in coming weeks, including a $100 million effort for computer storage company EMC retaining the tag “Where information lives” and its first major work for Alcatel, likely budgeted at $40-50 million, sources have said … Cipriani Kremer Design, Boston, a unit of Arnold, has been selected following a review by Evocate, a Denver-based provider of real-time voice and data technology. Cipriani will initially handle mainly collateral and corporate identity work … The owners of Chili Pepper, a marketing agency in Boston, have bought the shop back from publicly traded Digital Goods. Chili Pepper will retain its staff and clients. Alex Morrow, one of the agency’s founders, is joined by new partners Wayne Fritsche, director of client services, and John Raftery, creative director. Fritsche and Raftery managed Chili Pepper while it was a division of Digital Goods … Captivate Network, a company that delivers advertising to business professionals in elevators through digital flat panel displays, announced a merger agreement with Narrowcast Communications/Elevator News Network in which ENN will merge into Captivate in a stock-for-stock transaction. The combined network will be able to reach up to 4 million people daily in the U.S. and Canada.