Select Comfort Names Finalists

Air mattress marketer Select Comfort meets this week with five Minneapolis agencies vying for creative duties on its $10 million retail account.
The contenders are Peterson Milla Hooks, Gabriel Diericks Razidlo, Clarity Coverdale Fury, Campbell Mithun Esty and Kruskopf Olson, said Pam Schechtman, vice president of marketing for the Minneapolis company.
There is no incumbent, although Minneapolis shop Nelson-Henry has been handling projects for the company. Media is handled by Haworth Marketing Communications in Minneapolis.
While she declined to offer specifics about the review, Schechtman said the list will likely be narrowed to finalists before a winner is chosen. The requests for proposals sent in early December said the company expected to complete the review “no later than the end of January.”
The company, which positions its mattresses as offering medical and comfort benefits for consumers, plans to spend $10 million in the next year on advertising for its retail division, according to the RFP. A “substantial” increase possible in the future, tied to sales growth.