Harris Drury Cohen’s Wait Was Worth It

Miami Shop Wins Furniture Retailer’s Broadcast, Print Advertising
ATLANTA–Levitz Furniture made an agency selection last week in a review that began in March. In doing so, the company made Harris Drury Cohen’s year.
The Fort Lauderdale, Fla., agency was selected to handle the Boca Raton, Fla.-based company’s broadcast and print creative work as it relaunches its brand to consumers.
The other two finalists were HMS Partners in Minneapolis and Yaffe & Co. of Detroit.
TN Media in New York will continue its planning and buying responsibilities. Media was not part of the review. The incumbent was New York’s Bozell Retail, which did not defend its account.
Billings were not disclosed.
The company spent $52 million on advertising last year, according to Competitive Media Reporting. Approximately $48 million of that total expenditure was for the flagship Levitz Furniture stores. When Bozell won the account two years ago, the business was valued at roughly $25 million.
“We really felt Harris Drury Cohen showed an in-depth understanding of our industry,” said Levitz vice president of advertising and sales promotion Betsi O’Neill, “especially some of the challenges that lie ahead. They recognized the power of the Levitz brand name and they showed us ways we can capitalize on that.”
O’Neill was referring, in part, to the fact the furniture retailer is emerging from Chapter 11 bankruptcy protection. Levitz officials filed a plan of reorganization in the U.S. Bankruptcy Court for the District of Delaware last week.
The agency expects to have major advertising positioning in the marketplace before the end of the year.
“The question is really simple,” said agency partner Stan Harris. “What do they do now? They have some immediate needs and some long-term needs, and neither can be ignored. The challenge for us is to manage both sets of needs.
“This makes our year,” Harris concluded.