Tempur-Pedic hired Interpublic’s Huge L.A. as its new digital agency, following a six-month review. Razorfish, the Publicis Groupe incumbent, did not participate.
The move follows the specialty mattress manufacturer’s shift in advertising strategy in the face of growing competition. Late last year the company named Carmichael Lynch, another Interpublic agency, as its creative lead. That shop replaced Acme Idea Company, South Norwalk, CT. Before the agency switch, the marketer was known for its “Ask Me” TV campaign along with the positioning of “The most highly recommended bed in America.”
For years, the Lexington, Ky. company focused on selling directly to customers but it’s now putting emphasis on retail sales and has even begin opening its own branded stores.
Spending could not be determined but Patrice Varni, svp, marketing at Tempur-Pedic, said digital investment is increasing in the company’s overall budget. “Our brand has grown and become more relevant to a wider range of people and as a part of that, over the last four years, digital as a percentage of marketing mix has grown,” she said, noting the importance of search to the maker of memory foam mattresses and pillows.
Aside from those products, Tempur-Pedic’s portfolio of brands includes Sealy, which was acquired in March, and Stearns & Foster.