La-Z-Boy in Play

LOS ANGELES La-Z-Boy has placed its brand and retail gallery advertising assignments into play, according to search consultancy Select Resources International, which is overseeing the competition for the furniture maker.

Neither the client nor the incumbent agency, independent Doner in Southfield, Mich., could be immediately reached for comment.

La-Z-Boy has been with Doner for 15 years and is expected to defend.

The review is expected to conclude at the end of March, said Catherine Bension, president and CEO of Santa Monica, Calif.-based SRI.

The Monroe, Mich.-based client spent more than $65 million on ads in the first 11 months of 2006 after spending $60 million through all of 2005, according to Nielsen Monitor-Plus.

SRI indicated that the business in play represents about half of the client’s annual media outlay, as franchisee spending is not included in the review.

Both creative and media chores are in play. The contest is open to agencies nationwide, but there is some preference for a shop “in the same time zone,” Bension said.