Serta has shifted its media business to Initiative after a review.
The Interpublic Group shop will handle planning and buying of media in traditional and digital channels. Annual media spending is estimated at $30 million.
Initiative succeeds Doner on the account. Doner, however, retains lead creative responsibilties on the mattress brand. The Doner relationship dates back to 2000.
In the review, Initiative outstripped two other finalists, which sources identified as Spark and TargetCast.
In a statement, Shane Ankeney, Initiative's U.S. chief client officer, said that the shop was "honored to partner with a company synonymous with being the best at what they do for more than 80 years and help them accelerate their growth in the future."
Initiative will run the business out of its Chicago office. The account chief is Erik Neubart, an svp and group business leader who also works on USAA. Serta is based in Hoffman Estates, Ill.
Serta's advertising has long featured the animation of Aardman Animation, the creator of Wallace & Gromit. The main characters in the ads are—naturally—sheep.