Kingsdown Taps Mullen

BOSTON Interpublic Group’s Mullen has added Kingsdown, a manufacturer and distributor of mattresses, for online and offline advertising, media chores, design duties and public relations, the agency said today.

The client is located in Mebane, S.C., and selected the Wenham, Mass., agency based on its prior category experience working on the Sealy brand. There was no incumbent on the business and Mullen was hired without a review.

“We were impressed with Mullen’s extensive experience in our core business channels as well as their general background in durable consumer products,” said Jim Ross, client vp, marketing, in a statement.

Ross Dobson, managing partner at Mullen, said the win provides the shop with the opportunity to work with a brand “keenly focused on consumer advocacy and breaking through in a competitive and often confusing category.”

The media budget has not been determined. Per Nielsen Monitor-Plus, the client has tallied no meaningful ad spending over the past two years.

Kingsdown offers a range of products including innerspring, foam and air sleep systems for leading retailers in more than 20 countries. It also offers exclusively to designers its ultra-premium Oscar de la Renta line of bedding.