Select Comfort Puts $10 Million Creative Account in Review

Incumbent Euro RSCG Will Not Defend

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CORRECTION: A change has been made to this story, see below for details.

NEW YORK (AdAge.com) -- Select Comfort, the No. 1 specialty bedding seller, is looking for a new ad agency for its creative account, according to executives familiar with the situation.
Select Comfort's bedding and accessories sales totaled $639 million, outpacing Sleepy's by $200 million.
Select Comfort's bedding and accessories sales totaled $639 million, outpacing Sleepy's by $200 million.


Select Comfort is expected to spend more than $100 million on marketing next year, but said that it is only reviewing the creative portion of the business and not the direct-response work that makes up the majority of its outlay.

Sleep Number bed
Incumbent Euro RSCG, New York, is not defending the business. The Havas-owned agency has worked with Select Comfort since 1996 and devised the Sleep Number bed concept in which the company's air mattresses are rated between one and 100 based on qualities like support and firmness. The idea is to provide customers with mattresses that are good fits as determined by their height, weight, body shape and sleep position.

The Sleep Number bed is now in approximately 50% of Radisson Hotels and Resorts, according to the marketer's second-quarter earnings. In 2005, Select Comfort's bedding and accessories sales totaled $639 million, outpacing Sleepy's by $200 million, according to Furniture/Today.

Heavy direct-response TV
Select Comfort, founded in 1987, spent $101 million on measured media in 2004 and $94 million last year, according to TNS Media Intelligence, with heavy outlays on direct-response TV. Select is said to be looking for an agency closer to its Minneapolis headquarters.

The review is being managed by Select Resources International, Santa Monica, Calif., and a decision is expected by the end of October.

Select Comfort's chief marketing officer, Doug Collier, issued a statement that said: "Select Comfort and Euro RSCG have enjoyed a tremendous creative partnership during the past several years. Euro has been instrumental in the successful repositioning and growth of the Sleep Number brand. As we continue to evolve ... we have decided to engage a new creative partner to provide an entirely fresh perspective."

Euro declined comment.

CORRECTION: An earlier version of this article stated that Select Comfort was reviewing all its advertising business and that the account in review was worth $100 million.
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