LOS ANGELES La-Z-Boy has cut to five agencies expected to make final presentations next week, confirmed Catherine Bension, CEO of Select Resources International, the search consultancy conducting the review.
The shops are: the incumbent, independent Doner, Southfield, Mich.; Interpublic Group's Campbell Mithun, Minneapolis, and Sedgwick Rd., Seattle; and independent agencies Barkley, Kansas City, Mo., and RPA, Santa Monica, Calif.
The review, which was launched in January, encompasses the Monroe, Mich.-based furniture company's brand and retail-gallery advertising. Both creative and media chores are included. Doner has held the business for 15 years.
The work in play is worth about $35 million.
La-Z-Boy spent $70 million last year in major measured media, according to Nielsen Monitor-Plus. However, the portion of budget representing franchisee spending, about half the annual expenditure, is not in play, per SRI.
The review is expected to conclude by month's end.