Select Comfort Goes Into Play

NEW YORK Select Comfort has begun a review and plans to hire a new agency to replace lead shop Euro RSCG.

In a statement, Annette Stover, COO of Euro RSCG here, said, “We’ve had a great partnership and [client CMO] Doug [Collier] is a phenomenal marketer but he is looking for a smaller agency that’s not in New York.” She did not elaborate further. Euro RSCG is a unit of Havas.

Select Comfort spent nearly $100 million in domestic measured media in 2005, per Nielsen Monitor-Plus. The client spent about $45 million in print and $40 million on TV ads last year, with the rest backing radio efforts.

A source placed Euro RSCG’s portion of the account at approximately $10 million in media spending. That business is in play, but it could not be immediately determined if any other segments of the account are included in the review.

“Select Comfort and Euro RSCG have enjoyed a tremendous creative partnership during the past several years. Euro has been instrumental in the successful repositioning and growth of the Sleep Number brand. As we continue to evolve and grow the Sleep Number brand, and improve more people’s lives by improving their sleep, we have decided to engage a new creative partner to provide an entirely fresh perspective,” Collier said.

Consultancy Select Resources International in Santa Monica, Calif., is overseeing the search process.

Minneapolis-based Select Comfort has 400 stores in 45 states, and is best known for its ubiquitous cable-TV commercials.