Sleepy’s Awards Its Media Business

Seeks outside help as company expands

Sleepy's has a winner.

The mattress retailer has assigned most of its media planning and buying to Horizon Media, New York, after a review. Annual media spending is estimated at $65 million.

The assignment covers traditional and digital media responsibilities but excludes media buying in newspapers, which remain in house.

The other contenders for the business were the New York offices of KSL and Optimedia. Drexler/Fajen & Partners in New York managed he search.

The three finalists emerged in November after Sleepy's executives met with six shops. Final presentations took place earlier this month at the retailer's headquarters in Hicksville, New York. 

Sleepy's, which historically has handled all its marketing needs internally, sought an outside help because the company plans to expand into new markets and business areas, according to chief marketing officer Jeff Lobb.

Sleepy's has some 800 stores in 15 states along the East Coast, between Maine and North Carolina.

Lobb, a former marketing leader at Walmart Canada and the Pepsi Bottling Group in Somers, New York, joined the retailer last summer.

Advertising for the family-owned business—including a 2001 Super Bowl commercial—has long used the tagline, "The mattress professionals."