LaBarge Leaving Room for Soul Client Shifts Bring a New Tag From M/W

Martin/Williams’ new print campaign for LaBarge demonstrates how the company’s furniture enhances the mood of a room.
The ads use poignant moments to stress the importance of furniture in people’s lives. One shows a couple, seen in the reflection of a mirror, sharing a romantic moment. “There is a brief moment. A fraction of a second. When it savors the image before giving it back to you,” reads the copy.
Targeting affluent consumers, the campaign is tagged, “The soul of a room.” The ads break in May issues of upscale periodicals.
The agency’s previous work for LaBarge was tagged, “Bring home a piece of the world.”
The shift was prompted by the client’s new management, which felt the furniture’s heritage was “less relevant than what it does to the room,” said Steve Collins, client services director for the Minneapolis agency.
LaBarge, High Point, N.C., which is owned by LifeStyle Furniture International, was recently folded into LFI’s Maitlind-Smith division. M/W recently picked up ad duties for Lexington Furniture, also owned by LFI. –Aaron Baar