Colle McVoy won the strategy and creative pitch, and Routhier’s initial idea was to keep creative and media with separate agencies, so an RFP was sent out, with Colle McVoy invited to join.
Henrichs and the Colle McVoy team were able to show that, by having both creative and media under one roof, not only would it be more efficient for the company, with one team and point of contact, but it would also make for a more cohesive campaign messaging.
“Fit over formality was our priority. Colle McVoy presented a different way to think about our customers and how to leverage and grow our presence in the furniture business that set them apart from others. Ultimately, having such cohesion between the brand, creative, media and more—living under one roof—was appealing,” said Routhier.
The pitch for media scope kicked off in mid-February with final selections revealed in April.
“It’s an exciting opportunity to be able to think holistically about their business…bringing the product attributes more front and center to tell a holistic brand story in a way that’s going to help them stand out in a category that, you know, we know well has gone through a lot of challenges,” said Henrichs.
Colle McVoy is no stranger to the heritage furniture business, having been chosen by La-Z-Boy for a brand refresh last year. This is the latest of many wins by Colle McVoy in the last two years, including Crystal Farms, the Star Tribune, Wellness Pet, Craftsman, Whirlpool, Goodyear, UnitedHealthcare and Haribo, some of which led the agency to be named ADWEEK’s U.S. Midsize Agency of the Year in 2023.
The first campaign under the new partnership is expected to launch in early 2025. Details of the deal were not disclosed but COMvergence estimates the 2023 U.S. spend for American Signature Furniture at $66 million.
