La-Z-Boy Picks RPA

LOS ANGELES Independent RPA has won $35 million in creative and media duties from La-Z-Boy following a review.

“This is a tremendous win for RPA,” said Tom Kirk, RPA evp, management account director. “We have tremendous respect for the brand heritage and history.”

Steve Matlock, La-Z-Boy svp, sales and marketing, added, “RPA is totally aligned with where we needed to go with our store network.”

The incumbent, independent Doner in Southfield, Mich., held the account for 15 years. The review encompassed the client’s brand and retail-gallery advertising.

Doner defended. Other shops that participated were Interpublic Group’s Campbell Mithun in Minneapolis and Sedgwick Rd. in Seattle; and independent Barkley in Kansas City, Mo., according to sources.

Monroe, Mich.-based La-Z-Boy spent $70 in measured media in 2006, per Nielsen Monitor-Plus. Much of that spending came from individual franchisees, so the amount in play represented roughly half that figure, said search consultancy Select Resources International, Santa Monica, Calif., when the process began.

In the last year, the Santa Monica, Calif.-based RPA has expanded beyond its showcase account, American Honda Motors inTorrance, Calif., adding $100 million in business from MGM/UA, Bosley, Lenox Financial Mortgage and Pharmavite’s Soy Joy. The agency’s first creative for Soy Joy is set to breaks next week.

This story updates an item posted earlier today with client confirmation and comments.