Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Serta has shifted its media business to Initiative after a review.
The Interpublic Group shop will handle planning and buying of media in traditional and digital channels. Annual media spending is estimated at $30 million.
Initiative succeeds Doner on the account. Doner, however, retains lead creative responsibilties on the mattress brand. The Doner relationship dates back to 2000.
In the review, Initiative outstripped two other finalists, which sources identified as Spark and TargetCast.
In a statement, Shane Ankeney, Initiative's U.S.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in