HOUSTON Mattress Firm has engaged independent FKM here as its lead agency following a review. New work is set to break in the fourth quarter.
The client spent $7 million in major measured media in the first half of 2009 after spending $20 million for all of last year and $30 million in '07, per Nielsen.
The bedding retailer has 525 locations in 21 states. It has focused on its commitment to customer service and broad selection of specialty products in past marketing communications. Omnicom's Zimmerman in Ft. Lauderdale, Fla., had worked with the client for several years. Zimmerman did not participate in the review won by FKM.
Agency partner Tom Monroe said the win was significant for FKM because the client is a leader in its field and helps the shop boost its bona fides in the retail category.
Steve Stagner, president and COO of Mattress Firm, said he was impressed by FKM's integrated service offering.
The assignment covers strategic planning, broadcast media planning and execution, traditional creative, public relations and social media.