La-Z-Boy Taps Colle McVoy to Refresh the Brand for Modern Audiences

The furniture brand is moving on from its partnership with Kristen Bell

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Minneapolis agency Colle McVoy has been selected by La-Z-Boy, the nearly century-old furniture company, to help lead a refresh of the iconic brand. The agency will provide strategy, design, public relations and influencer marketing to reposition the La-Z-Boy brand from one of nostalgia to a more active, dynamic and distinctive brand for modern audiences. 

La-Z-Boy, which is based in Michigan, picked a fellow Midwest agency that it said aligned with its values to move the brand forward.

“We’re really at a point where we were looking for some additional partners to help really navigate our path forward,” Christy Hoskins, CMO of La-Z-Boy, told Adweek, adding that Colle McVoy will partner with La-Z-Boy’s longtime agency partner RPA on the rebrand.

La-Z-Boy had put out an RFP for a PR partner, and Colle McVoy originally put itself up for that role, but the brand was also looking for a creative collaborator on the rebrand, an agency that was strategically...



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