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Simmons Bedding Co. has hired Kirshenbaum Bond Senecal + Partners as its new lead creative agency.
The selection came after a three-month review in which there were two other finalists: The Martin Agency and McKinney, according to sources.
In making the hire, Jeff Willard, evp of marketing at Simmons, cited the winning agency's strategic thinking and past standout ads for key client BMW. "The other thing was [their] having everything in one shop: digital, advertising, PR," Willard said.
Simmons spent about $15 million on media last year, according to Nielsen.
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