Ashley Furniture Taps Zimmerman

Omnicom Group's Zimmerman here has added national retailer Ashley Furniture HomeStores to its roster following a review.

The agency projected 2009 media spending in excess of $50 million. All told, Ashley spent $100 million last year on ads, per Nielsen. With 400 locations, the Arcadia, Wis.-based chain ranks among the top-selling furniture brands in North America.

Zimmerman picks up both creative and media duties on the account. New work for the client is slated to break in the third quarter.

John Disa, client president, said his familiarity with Zimmerman's approach to advertising helped seal the deal.

Indeed, Zimmerman is a retail specialist, and had earlier this year scored a category addition of note by adding  White Castle.

Added shop president Pat Patregnani: "There was true synergy between our leadership teams — both having built great success, yet knowing that this is simply not enough for people so committed to success."

The client had handled core branding duties in-house; various agencies around the country worked on various other aspects of the Ashley business. Zimmerman was not previously on the company's list of agency resources.


@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.