SMZ Preps Campaign for Louisiana Pacific

DETROIT Simons Michelson Zieve is debuting a new campaign for Louisiana Pacific’s SmartSide product this month.

The campaign from the Troy, Mich., agency will include business-to-business direct mail and print, which will appear in regional and national construction trade publications including Builder and Professional Builder through December. Consumer-directed efforts, including radio, print and outdoor, will be tested in three markets: Columbus, Ohio; Jacksonville, Fla.; and Dallas. The latter includes a partnership with Pulte Homes.

The consumer test will run through the summer and is geared toward building awareness for this next generation of wood siding, said Rich Williams, a consultant working with SMZ on the account.