BOSTON Sealy has confirmed the selection of independent Cramer-Krasselt in Chicago for its estimated $10 ad account following a review.
C-K bested a field that included the incumbent, Interpublic Group's Mullen, which held the business at its office in Winston-Salem, N.C.
Sealy is based in Trinity, N.C., and ranks among the nation's leading mattress retailers. Sealy is best known for its Posturepedic brands including specialty and innerspring product lines.
"We have exciting plans for 2008 including several major new product introductions, so it was essential for us to find a partner with a proven track record in innovative thinking and breakthrough creative," said Larry Rogers, president of Sealy North America. "After a thorough agency review, it is absolutely clear that C-K is the right partner."
Added Peter Krivkovich, agency president and CEO: "There's a lot of 'mattress-speak' in the industry that confuses consumers, and we look forward to seizing the opportunity to change the category conversation." CKPR, the agency's public relations arm, will handle publicity chores.
C-K has been one of the hottest independent agencies this year, despite starting 2007 by parting with one of its signature accounts, CareerBuilder.com, which spends about $60 million annually on ads.
In addition to Sealy, C-K has added three other noteworthy clients to help make up for the loss of CareerBuilder: Porsche North America and Zantac (each worth about $40 million) and the $35 million Bissell vacuum cleaners.