Mattress Firm Taps OMD for Media Biz

Zimmerman Will Handle Creative Duties

By Published on .

NEW YORK (AdAge.com) -- Mattress Firm, a leading specialty-mattress retailer, has handed its media-planning and -buying responsibilities to Omnicom Group's OMD after a review.
Mattress Firm, which operates 400 stores in 20 states, opened 34 stores in 2007 and plans to open another 45 by the end of the year.
Mattress Firm, which operates 400 stores in 20 states, opened 34 stores in 2007 and plans to open another 45 by the end of the year.

Fort Lauderdale, Fla.-based Zimmerman Advertising, also an Omnicom shop, will oversee creative for the Houston-based retailer, an extension of the role the company held for the past 18 months, OMD spokeswoman Tara Clark said.

More openings this year
Mattress Firm had been working with Seattle-based Destination Marketing, which will continue to work with the retailer in some markets during the transition, Ms. Clark said.

Mattress Firm, which operates 400 stores in 20 states, opened 34 stores in 2007 and plans to open another 45 by the end of the year. The retailer spent about $36 million on media last year, according to TNS Media Intelligence.

"Mattress Firm is in an accelerated growth stage and our brand positioning and marketing efforts are critical components of our overall growth strategy," said Bill Dandy, exec VP-branding for the retailer. "After an extensive agency review with some highly talented and qualified agencies, I am confident that we've selected two partners who have the leadership and the know-how to develop and implement marketing strategies that will build on our brand equity."

The marketer declined to disclose other contenders for the account.
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