Set to Succeed WestWayne as Agency for Simmons Beautyrest
ATLANTA--BBDO South topped The Martin Agency to replace WestWayne as agency of record for Simmons Beautyrest.
The Atlanta Omnicom unit won the $6 million account because "they demonstrated with their [spec creative] that they get almost exactly what we're looking for," said Don Hofmann, the client's vice president of marketing. "We're trying to do some new things with the issue of sleep, the scientific importance of sleep, and they got it."
Hofmann said BBDO South demonstrated the ability to inject high-energy creative into the traditionally low-interest mattress category, enabling consumers to understand points of difference between Simmons and other bedding manufacturers.
"The type of sleep you can get from Simmons is a special kind of sleep," said agency chief executive officer and president Chris hall. "I think we can capture a special brand of sleep that Simmons can own."
Hall said BBDO's creative concept "will work through all channels of marketing communication, from advertising to their distribution network, from television to the Internet." He said the first examples of the agency's advertising work will break in April 2000.
"We blew [Simmons] away and we beat Martin, which is recognized as one of the most creative agencies in the country," Hall said. "If you're going to be agency of the year, you've got to beat the current agency of the year, and we just did it. In terms of the elite, that puts us up there with the top agencies in the Southeast."
The Atlanta incumbent, which will serve the client through year's end, held the account for five years. The shop's bouncing bowling ball television spots demonstrating the benefits of a Simmons mattress have been honored with awards.
"The bowling ball ads are a tough act to follow. Everybody knew about them," Hofmann said. "But the new stuff they're going to know and talk about."