Mattress Firm is significantly reducing its scope with R/GA only a week after it was reported that it named the Interpublic Group of Cos.' shop its creative agency of record. The news was shared to R/GA staffers yesterday in an internal memo obtained by Ad Age that was sent by the chief creative officer of its connected communications division, Shannon Washington.
Washington's memo cites several reasons why Mattress Firm chose to "change directions" in terms of its involvement with the agency, including "some massive cracks in our scaffolding process, communication, and our organizational readiness to move at the speed of retail. This is something that April [Quinn, managing director at R/GA] , Brandon [Kaplan, senior VP, executive director, business operations], Tiff [Rolfe, global CCO of R/GA], Sean [Lyons, CEO of R/GA], and I are keenly aware of and are actively addressing so that this never happens again. To be transparent, this includes introducing new ways of working in 2023 and holding the appropriate people accountable."
Mattress Firm will work with R/GA on a project basis moving forward, according to multiple people close to the situation. "We will also keep some time dedicated to [Mattress Firm] proactive ideas and incremental work as it comes in," Washington wrote in the memo. "As decisions are made, your talent partners will be in touch."