Colle McVoy announced that it has been named Creative and Social Agency of Record for La-Z-Boy Incorporated, expanding a partnership that began in 2023.
The appointment broadens Colle McVoy’s responsibilities after nearly three years of collaboration spanning earned creative, cultural activation, brand transformation and integrated marketing initiatives.
As Creative and Social AOR, the agency will lead brand strategy, creative and campaign development, social strategy and creative, content planning and integrated brand storytelling. Social is central to the expanded scope, reflecting the brand’s continued investment in meeting consumers where they discover, experience and engage with brands today.
“Helping iconic brands like La-Z-Boy evolve for a new generation while staying true to what makes them special is exactly the kind of work that inspires our team at Colle McVoy,” said Jessica Henrichs, CEO of Colle McVoy. “Thanks to the trust and collaboration our teams have built over the past three years, we’re well positioned to help bring comfort, quality and craftsmanship to a new generation of consumers.”
The relationship began in 2023 with “The Decliner,” an earned-first campaign featuring an AI-powered recliner that declined last-minute social invitations, introducing La-Z-Boy to a new audience. In 2024, Colle McVoy was named PR and Earned Creative Agency of Record. Since then, the agency has led award-winning work including “Ban Reclining,” a tongue-in-cheek campaign that fueled a national debate over airplane reclining, the company’s comprehensive brand refresh, and a range of cultural, influencer and product marketing initiatives.
The expanded partnership comes as La-Z-Boy modernizes how the brand shows up across retail, digital and social experiences, building on nearly a century of equity in comfort, quality and craftsmanship.
“Colle McVoy has developed a deep understanding of our business, our customers and where our brand is headed,” said Rob Sundy, President of Retail at La-Z-Boy. “Expanding their role reflects the strength of what we’ve built together. As we approach 100 years, we need a partner who can honor our legacy while moving the brand forward, and they’ve consistently done both.”
