ATLANTA Louisiana-Pacific has selected Margeotes Fertitta Powell to handle its advertising after a two-month review, the company said.
The incumbent, Buntin Group, an independent shop in Nashville, Tenn., did not defend. Buntin won the account in a review seven months ago.
Mary Cohn, a representative of LP, said the split with Buntin was a mutual decision between the agency and the client. "It was just one of those things that we decided not to work together," Cohn said. "We mutually agreed to it." She declined further comment.
Other contenders in the most recent review won by MFP in New York could not immediately be determined.
LP moved its headquarters to Nashville from Portland, Ore., last year and decided to consolidate all its advertising at a single shop. Previously, LP had used several agencies, each responsible for a different part of the business. MDC Partners-owned MFP will produce the building products company's business-to-business and consumer advertising, with the first work scheduled to launch early next year.
LP spent $2 million on measured media last year, according to TNS Media Intelligence.
MFP also will work with the company's Web agency, PopArt of Portland, the company's trade show agency, MICE North America, and several other specialty shops that support the brand. LP said it spends most of its ad budget on b-to-b work.
"MFP offered us a new and unique way to look at continuing to build out our brand," said John Neilson, vice president of marketing at the company. "We've made enormous progress with our overall strategy during the past year and a half and we're now ready to take this to market with a breakthrough campaign."
LP manufactures and sells building materials. The company, which operates 31 lumber mills in the United States, Canada and Chile, employs more than 6,000 people.