La-Z-Boy is doubling down on its relationship with Colle McVoy, naming the Minneapolis agency its Creative and Social Agency of Record as the furniture maker continues its transformation ahead of its 100th anniversary.
The expanded assignment builds on a partnership that began in 2023 and has since evolved from earned creative into a broader strategic relationship spanning brand transformation, cultural marketing and integrated campaigns.
Under the expanded remit, Colle McVoy will oversee brand strategy, creative development, social strategy, content planning and integrated storytelling, with social media playing an increasingly central role in how La-Z-Boy engages consumers.
REELated:
Colle McVoy named creative partner for Allegiant
“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,” 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 appointment reflects the success of several campaigns that have helped reposition the furniture brand beyond traditional retail advertising.
The relationship began with “The Decliner,” an earned-media campaign centered around an AI-powered recliner programmed to reject last-minute social invitations. The campaign introduced La-Z-Boy to younger consumers through humor, technology and social conversation.
A year later, Colle McVoy was named the company’s PR and Earned Creative Agency of Record, producing work that included “Ban Reclining,” a tongue-in-cheek campaign that sparked national debate around airplane etiquette, as well as La-Z-Boy’s first comprehensive brand refresh in years.
Most recently, the agency launched the Jer-Z-Boy campaign with fashion designer Kristin Juszczyk, transforming fans’ sports jerseys into custom recliners as part of a football-season activation designed to blend sports culture, personalization and home décor.
Collectively, the work signals a shift in how La-Z-Boy is marketing itself—not simply as a furniture manufacturer, but as a lifestyle brand capable of generating earned media and cultural relevance.
“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. “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.”
For Colle McVoy, the expanded assignment reinforces its position as one of the industry’s leading creative agencies for established consumer brands looking to reinvent themselves without abandoning decades of brand equity.
The agency’s broader responsibilities now include creative campaign development, social strategy, content planning and integrated brand storytelling as La-Z-Boy continues investing in digital engagement and cultural marketing ahead of its centennial celebration.
