Outlasts All Comers to Win Select Comfort
CHICAGO–Select Comfort Corp. last week officially awarded creative duties on its $16 million retail advertising account to Kruskopf Olson in Minneapolis.
The award did not come as a surprise, considering KO was the only agency left in a review that initially included five Minneapolis shops. The other finalist, Campbell Mithun Esty, dropped out in early February.
Still, KO was asked to complete a creative and strategic project before the company officially awarded its account.
“Once [CME] was out of it, it was harder because then the expectations were so high,” agency president Sue Kruskopf said. “We were competing against our [first-round] pitch.”
There was no incumbent on the account, although Nelson-Henry in Minneapolis has handled creative projects for the Plymouth, Minn., air mattress marketer. Haworth Marketing Communications in Minneapolis continues as media buyer.
Select Comfort told agencies its spending could increase based on sales.
The win more than doubles Kruskopf Olson’s annual billings from its current $13 million, Kruskopf said. The agency plans to add six to eight staffers to handle the account, she added.