MEC Named Agency of Record for Simmons
March 7, 2013
Leading mattress company hires agency for media buying and planning
MEC North America today announced that it has been selected as media agency of record for Simmons Bedding Company (http://www.simmons.com), a 140-year old company and one of the world's largest mattress producers and maker of BEAUTYREST®. Effective immediately, MEC will be responsible for media planning and buying.
MEC will support the Beautyrest® and COMFORPEDIC FROM BEAUTYRESTÔ brands with targeted and strategic media efforts, promoting the company’s commitment to help its consumers attain a higher quality of sleep with superior mattresses that provide recharging sleep. Building on Simmons’ successful brand promise, “Living Life Fully Charged®,” MEC will focus much of its efforts around the company’s revolutionary Beautyrest® Recharge technology.
Jeff Willard, EVP of Marketing at Simmons, commented, “We’re thrilled to bring MEC on board to handle media duties. We have undergone a complete brand transformation at Simmons and with this we are are reaching consumers at a level that is unprecedented in Simmons' history. As we set a goal of delivering 2 billion target impressions to our consumers in 2013, MEC’s proven record of using analytics and insights to reach audiences at all touch points, is the perfect fit for our needs. We believe this partnership will help to quickly reestablish Simmons as the leader in the premium bedding market, and can’t wait to start working together.”
“Simmons is the type of client we love to work with- strong leadership, with an agile marketing team who embrace their media agency as partners.” said Eamonn Store, President of MEC Global Solutions. “We’ve moved from contract discussions to media planning in a very short space of time and we’ll be activating our first campaign very soon. This urgency and energy with the client motivates our team to deliver exciting work across paid, owned and earned media chanels.”
The search was conducted internally from the Simmons headquarters in Atlanta, Ga. Simmons manufactures and markets a broad range of products including Beautyrest®, Beautyrest TruEnergy™, Beautyrest Black®, ComforPedic® from Beautyrest®, and BeautySleep®, and operates 19 conventional bedding manufacturing facilities across the United States, Canada and Puerto Rico. Simmons also serves as a key supplier of beds to many of the world's leading hotel groups and resort properties. The new relationship begins immediately.