Atlanta, Chicago Shops Share Simmons

CHICAGO After a review that included four finalists, Simmons Bedding Co. has tapped Publicis Groupe’s Leo Burnett and Starcom here to handle its creative and media accounts, respectively, and independent shop Trone Atlanta for its business-to-business and public relations work.

“We were very impressed with Burnett’s thinking and they showed us some different ways of making news in this category that really made sense,” said Scott Whitaker, managing director of marketing and the Beautyrest brand at the Atlanta-based mattress maker, in a statement. “We are looking forward to working with them on several important projects that will shape our direction in the coming year.

Burnett’s assignment will involve overall advertising and marketing as well as handling new product launches. Starcom will be responsible for traditional media planning and buying; its sibling, Halogen, will handle direct. Trone Atlanta will handle trade publication advertising, point-of-sale and collateral material and public relations.

The four finalists for the account were Publicis shops Leo Burnett and Austin Kelley Advertising in Atlanta, Interpublic Group agency Campbell-Ewald of Dallas and independent Trone Atlanta.

Simmons had no previous incumbent for national advertising, according to a Burnett representative.

Billings were undisclosed. Simmons spent less than $1 million on traditional advertising last year, according to Nielsen Monitor-Plus.