Serta Mattress Brand Selects Leo Burnett as Its Lead Creative Agency

17-year incumbent Doner didn't participate in the review

Doner created Serta's well-known animated sheep. Serta
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Serta Simmons Bedding mattress brand Serta selected Leo Burnett as its lead creative agency.

“We are thrilled to be partnering with Serta. The brand has a storied history of product and marketing innovation that has defined comfort and sleep for generations,” Leo Burnett Worldwide CEO Rich Stoddart said in a statement. “Our focus, in close partnership with the Serta team, is to help evolve the brand with a relentless focus on reaffirming Serta’s position as the undisputed category leader.”

The appointment concludes the brand’s first creative review in 17 years, launched in August. Incumbent agency Doner, which Serta named as its creative agency of record back in December 1999 and created the brand-defining animated sheep, did not participate in the review process.

“We look forward to creating a new partnership with Leo Burnett,” Serta executive vice president, marketing Andrew Gross said in a statement. “We would like to thank Doner for their many years of service with us and for their past contributions in making Serta the top-selling brand.”

According to Kantar Media, Serta spent over $35 million on measured media in the U.S. during the first quarter of 2017, up from $15 million spent last year. Kantar Media largely attributed the increase in spending to print ads in newspapers and magazines.

“On behalf of Serta, I would like to thank all of the participating agencies who demonstrated a high level of thinking and creative approaches. We selected Leo Burnett based on their understanding of our business and creative vision,” added Serta Simmons Bedding interim chief marketing officer Warren Kornblum.  “We look forward to partnering with the team at Leo Burnett to deliver bold, innovative ideas and creative campaigns that will extend Serta’s position as the best-selling brand in the United States.”

@ErikDOster Erik Oster is an agencies reporter for Adweek.