Cramer-Krasselt Seizes Sealy

Mattress Giant Hands $15 Million Biz to Indie Shop After Review

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NEW YORK (AdAge.com) -- Mattress giant Sealy has awarded its $10 million to $15 million advertising account to Cramer-Krasselt, Chicago, following a four-month review, executives familiar with the matter said.
Sealy is the biggest bedding manufacturer in North America.
Sealy is the biggest bedding manufacturer in North America.

Independent C-K bested the incumbent, Interpublic Group of Cos.' Mullen, as well as Trone Advertising, Greensboro, N.C.; and JWT's Malone, Akron, Ohio, part of WPP Group. Sealy's business includes creative, media-planning and -buying and public-relations duties.

Ramping up spending
Sealy spent $9.3 million in measured media during 2006, according to TNS Media Intelligence, but it appears to be ramping up spending this year, spending $7.3 million through June 30.

Mullen's Winston-Salem, N.C., office acquired the account when it merged with local shop Long Haymes Carr in early 2001.

A spokeswoman for C-K referred all calls to Sealy. Representatives for Sealy could not be immediately reached, and representatives from the losing shops either declined to comment or didn't immediately return calls.

Trinity, N.C.-based Sealy -- which became a publicly traded corporation in 2006 -- is the biggest bedding manufacturer in North America, producing mattresses and component parts used inside of mattresses. It sells its products through more than 7,000 retail outlets.

Sealy is known for being the first company to display and advertise king-sized bedding almost 50 years ago.

The win continues a strong 2007 for C-K, which earlier this year won accounts from Porsche, Zantac and Bissell vacuums, as well as consolidated duties from longtime client Corona beer.

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