Shocking news as Serta brand selects Leo Burnett as their lead creative agency replacing the 17-year incumbent Doner.


“We are thrilled to be partnering with Serta. The brand has a storied history of product and marketing innovation that has defined comfort and sleep for generations,” Leo Burnett Worldwide CEO Rich Stoddart said in a statement. “Our focus, in close partnership with the Serta team, is to help evolve the brand with a relentless focus on reaffirming Serta’s position as the undisputed category leader.”

Leo Burnett is one of the top marketing agencies in the world.  Serta joins the client list of other giants such as McDonalds, GM, Fiat, Coca-Cola, Samsung, P&G, and Kelloggs – just to name a few.

The incumbent agency, Doner, ends their 17-year relationship with Serta.  Doner was the creative genius behind the iconic animated counting sheep that is now synonymous with the brand.  Doner did not participate in the review to retain their established position.

“We look forward to creating a new partnership with Leo Burnett,” Serta executive vice president, marketing Andrew Gross said in a statement. “We would like to thank Doner for their many years of service with us and for their past contributions in making Serta the top-selling brand.”

Serta has reportedly spent over $35 million on media in the U.S. alone during the first business quarter of 2017 alone.  That’s a massive increase in budget spend compared that spend to just a year before at $15 million for the same quarter.  We would expect a lot of the increase moving forward to target digital marketing as they noted that much of the increased spend was directly related to the increase in print advertising.

“On behalf of Serta, I would like to thank all of the participating agencies who demonstrated a high level of thinking and creative approaches. We selected Leo Burnett based on their understanding of our business and creative vision,” added Serta Simmons Bedding interim chief marketing officer Warren Kornblum.  “We look forward to partnering with the team at Leo Burnett to deliver bold, innovative ideas and creative campaigns that will extend Serta’s position as the best-selling brand in the United States.”

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