Furniture brand La-Z-Boy has moved its PR account to Minneapolis-based Spong, following a review.
The publicly traded company, based in Monroe, Mich., sells through 312 La-Z-Boy furniture galleries as well as other retailers. It posted third quarter fiscal net income of $16.5M on revenue of $350M.
New York-based Alison Brod PR was the incumbent.
La-Z-Boy chief marketing officer Doug Collier said Spong will help the company "positively shift perception" of its brand through PR and social media campaigns. The company has worked for several years to push its image beyond the iconic recliners synonymous with its name. Collier noted Spong's experience with "home" brands like American Standard, Sherwin-Williams and Trane, among others.
Doug Spong, president and founder of the former Carmichael Lynch Spong, said his agency looks forward to pitching La-Z-Boy's role in bringing "style and comfort to home furnishings."
A key part of his firm's work with be educating female consumers on the furniture line -- Brooke Shields is a company spokeswoman -- as well as an overall pitch of comfort and quality.
Amy Hellebuyck is manager of PR for La-Z-Boy and Kathy Liebmann serves as director of IR and corporate communications.
POLaRT DESIGNS, which makes Baroque-inspired indoor and outdoor furniture using polymer as its primary material, has named home furnishings PR specialist Steinreich US agency of record.
Sheila Long O’Mara has been promoted to VP and day-to-day leader of Steinreich Communication Group’s home furnishings industry and trade division.
Missy Farren & Associates has been named agency of record for Traeger Grills.
Steinreich Communications has acquired High Point, NC-based home furnishings agency McNeill Communications.
The Halo Group has been appointed agency of record for baby food appliance brand Baby Brezza.
Have a comment? Send it to 
No comments have been submitted for this story yet.