Sleepy's is continuing to reach outside for marketing help.
The mattress retailer historically has handled its creative and media efforts itself. Then, the company hired Horizon Media to plan and buy its media, and now, it's searching for a lead creative agency.
Roth Associates in New York is managing the review, which is in its early stages.
The prize is potentially big: Sleepy's spends about $75 million in media annually. The strategic challenge is also huge, however. How do you distinguish this mattress retailer from all the rest?
With the hire of Horizon and now the creative search, Jeff Lobb, chief marketing officer at Sleepy's, seeks to "identify and select 'best in class' communications resources to support its strategic growth plans."
Sleepy's, which has more than 800 stores in 14 states along the East Coast, plans to complete its search by the end of May.