Colle McVoy Picked to Lead Creative and Media for American Signature Furniture

Colle McVoy is continuing its winning streak, having been chosen by furniture company American Signature, Inc. to lead its brand strategy, media, creative and design efforts.

American Signature, Inc. is considered among the top 15 furniture retailers in the U.S., according to Furniture Today, with around $1 billion in revenue. Since its founding in 1948, the privately owned and family-led business, based in Ohio, has grown to over 120 stores under the names American Signature Furniture and Value City Furniture.

But the company needed to stand out more in a highly competitive furniture market, one that has seen a cooling demand after pandemic sales surges and a challenging housing market due to rising rates, in addition to consumer demand for eco-conscious products.

“It’s time we move beyond being a best-kept secret for our value and assortment—and so we’re joining forces with Colle McVoy to spread the word and showcase our strengths,” said American Signature, Inc. CMO Kelly Routhier in a statement.

Colle McVoy made its case to the company in two separate pitches and won both for strategy and creative as well as media duties.

The first leg of the pitch began with informal meetings in October of 2023 that were followed by store immersion sessions. Rather than presenting extensive capabilities, Colle McVoy was asked to do competitive audits and work through a set of identified business opportunities in real time with various stakeholders.

A unique pitch process

Colle McVoy president, Jessica Henrichs, said that American Signature initially reached out to the agency to learn more about them before the pitch process, and Henrichs talked directly to the CFO and COO in what she called a “candid and transparent” conversation.

“Our Northstar at Colle McVoy is really about building enduring relationships. So, through this informal conversation, it just felt right to suggest that the best way they get to know us was to get on a plane and come here,” Henrichs told ADWEEK.

That meeting between the two Midwest companies proved fruitful, and Colle McVoy returned the favor by going to Ohio from Minneapolis and learning more about American Signature and its family-run operation.

“They let us into the stores and the operations in a way that most don’t get to experience unless they’ve won the business,” said Henrichs.

That led to a scoping workshop and a meeting with new CMO Routhier, who had recently come to the company from years at Victoria’s Secret, Old Navy and Ralph Lauren.

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.