La-Z-Boy Broadens Its Base

DETROIT-La-Z-Boy Inc. is preparing to break its first national print campaign in three years from agency of record W.B. Doner & Co. in Southfield, Mich.
The Monroe, Mich.-based furniture maker has concentrated on television the last several years as part of its push to reposition itself as a producer of furniture for the whole home, not just the reclining chairs the company is famous for, said Kevin Wixted, La-Z-Boy’s director of advertising and public relations.
The Doner print campaign is the latest phase in the repositioning effort, he said.