McKinney topped Omincom Group's BBDO, New York; independent Richards Group, Dallas; and Publicis Mid-America for the account. Incumbent Euro RSCG, also part of Havas, did not defend.
While the No. 1 specialty bedding seller is expected to spend about $100 million on marketing next year, the bulk of that amount is dedicated to direct-response marketing, which was not part of the creative review. One executive, however, estimated the creative portion at $20 million.
The marketer did not return calls at press time. Select Resources International, Santa Monica, Calif., was the consultant.
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Matt Creamer contributed to this report.