La-Z-Boy's $35 Million Ad Account Up for Grabs

Incumbent Doner: 'We're Going to Win'

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SAN FRANCISCO (AdAge.com) -- La-Z-Boy has put its estimated $35 million advertising account in review.
La-Z-Boy, with sales of $2 billion, is in the midst of changing its business model.
La-Z-Boy, with sales of $2 billion, is in the midst of changing its business model.

The furniture manufacturer and retailer has invited its agency of 15 years, Doner, Southfield, Mich., to participate in the review, which will include both its brand and its furniture galleries. Doner CEO Alan Kalter said the agency would participate in the review and promised to retain the business. "We're going to defend it, and we're going to win," he said.

Select Resources International, Santa Monica, Calif., is the consultant.

Branching out
La-Z-Boy, with sales of $2 billion, is in the midst of changing its business model. Although it is known primarily for its reclining chairs, the company is expanding its retail stores and expects to have 400 by the end of the year, and is trying to branch out into home-decorating and other services.

La-Z-Boy sent $65 million in measured media in 2005, according to TNS Media Intelligence, but that includes La-Z-Boy advertising funded by independent furniture retailers in addition to the brand.

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Jeremy Mullman contributed to this report.
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