N.Y. Agencies Falter In BJ’s Review

BOSTON Connelly Partners has won the ad account of BJ’s Wholesale Club following a review, the client has confirmed.

The chain in Natick, Mass., spent $7 million on ads last year but less than $1 million through August, per TNS Media Intelligence/CMR.

Connelly in Boston overcame fellow independent DiMassimo Carr Brand Advocates and MDC Partners’ Cliff Freeman and Partners in the final round of a review. Both of the finalists are located in New York. Pile and Co., the consulting company here, oversaw the competition.

“We believe they will be a valuable strategic partner for us as we continue to build the BJ’s brand,” said Kerry Hamilton, the client’s svp of marketing, of the winning shop.

Incumbents Boathouse in Needham, Mass., and Pro Media in Natick, did not participate.

BJ’s produces regional campaigns that include print, broadcast and direct executions. The client operates more than 150 stores in 16 Eastern U.S. states, concentrated mainly in New England and Southeastern markets, as well as in New York, New Jersey and Florida.