Simmons Bedding Shifts Media Business to MEC

It's deja vu for new marketing chief Jeff Willard

Simmons Bedding Co.’s new marketing head Jeff Willard is tapping a familiar partner to handle the company’s media planning and buying: MEC.

Last May, when Willard was chief marketing officer at Harman International Industries, he consolidated the consumer electronics company’s media at the same agency. Willard, named evp, marketing at the Atlanta mattress manufacturer about five months ago, moved Simmons' media business to the GroupM media shop without a review.

Martin/Williams had handled media and shared creative duties with Arnold and will continue to work on some creative assignments for Simmons.

Simmons' media spending totaled about $15 million last year, up significantly from just around $2 million in 2011, according to Nielsen. Those figures don't include digital marketing.