• by Fern Siegel , Yesterday

Creative agency Highdive has been named Agency of Record for Wayfair. It's the first big win for the New York office.

First work is expected to break this fall, including a refreshed brand platform and a 2026 holiday campaign. Doug Fallon and Steven Fogel, executive creative directors, are leading all creative efforts.

Highdive will provide strategic, creative and production services to sustain the brand's expansion from ecommerce into physical retail space. A store in Atlanta just opened. More are scheduled for Denver and Columbus, Ohio, this year and Yonkers, New York, in 2027.

Sandro Corsaro, global head of creative at Wayfair, said: “We needed a partner who could navigate that complexity without losing the soul of the brand. Highdive stood out because they don’t just make ads — they dig into the business mechanics to tell authentic stories.”

The AOR appointment follows recent wins in the health and B2B categories, such as Parkview Health, Build-A-Bear and Conagra Brands.

Megan Lally, CEO of Highdive, added: “Our focus is on being a business partner that helps Wayfair translate its digital dominance into long-term brand love.”

Highdive roster includes Jeep, State Farm, KFC and BetMGM.