Burnett, Starcom Impress Mattress Maker

CHICAGO Simmons Bedding Co. has tapped Publicis Groupe’s Leo Burnett and Starcom here to handle its lead creative and media accounts, respectively, after a review.

“We were very impressed with Burnett’s thinking and they showed us some different ways of making news in this category that really made sense,” said Scott Whitaker, managing director of marketing and the Beautyrest brand at the Atlanta-based mattress maker, in a statement. “We are looking forward to working with them on several important projects that will shape our direction in the coming year.

The assignment will involve overall advertising and marketing as well as handling new product launches. Starcom will be responsible for traditional media planning and buying; its sibling, Halogen, will handle direct.

In addition, independent agency Trone Atlanta will handle public relations and business-to-business assignments, Whitaker said. Other contenders for the business were: Interpublic Group agencies Austin Kelley in Atlanta and Campbell-Ewald of Warren, Mich., according to sources.

Simmons previous agency, Arras Group in Cleveland, will continue to work on “special projects,” Whitaker said.

Billings for the assignment were not disclosed. Simmons spent less than $1 million on traditional advertising last year, according to Nielsen Monitor-Plus.