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.