MVBMS Wins Air-Bed Account

Air-bed marketer Select Comfort has moved creative duties on its retail-store ad account to Messner Vetere Berger McNamee Schmetterer Euro/RSCG, New York, from Kruskopf Olson, Minneapolis, company officials said. KO had the $10 million account for 15 months.
“We felt [MVBMS] could have the breakthrough idea,” said Diane Utzman-O’Neill, vp of advertising at the Edina, Minn., company, citing a need for a larger, global agency.
MVBMS handled the account from 1996 to 1998; its familiarity with Select was one reason the company decided to shift back, she said.
Other sources said management changes played a role in the shift, which came without a review. Select has had four CEOs and three marketing directors in the past 18 months, they noted.
MVBMS will help develop a new branding strategy for Select Comfort for a print and television campaign expected to break in early 2001, Utzman-O’Neill said. Agency officials declined comment.
Media responsibilities will remain with Haworth Marketing and Media in Minneapolis.
Select Comfort spent just over $10 million on its retail division last year, according to Competitive Media Reporting. The company’s direct-sales division’s $25 million account will remain with DesignWrite in Minneapolis, Utzman-O’Neill said.
–Aaron Baar