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Sleepy's Retains Horizon Media for Media Planning, Buying
January 15,
2013 by in UnCategorized 
By Home Furnishings Business in Advertising on January 16, 2013
Hicksville, N.Y.-based mattress retailer Sleepy's has retained Horizon Media Inc. to handle its traditional and digital media planning and buying.
The move comes as part of an aggressive expansion initiative undertaken by the retailer, which currently has more than 800 locations. The search, which started in November, was conducted by Drexler Fajen Partners.
According to Sleepys Chief Marketing Officer Jeff Lobb, the decision is the result of recent brand and business development with a major emphasis on growth. Says Lobb,
The new Sleepys is expanding into new markets and areas," Lob said. "To facilitate this, we need to augment our marketing initiatives and tap outside resources.
Sleepys evaluated proposals from three finalist agencies before making its decision. According to Lobb, it tapped Horizon based on the agencys demonstrated ability to offer innovative concepts and to serve as a business partner. Additionally, Horizon has strong retail experience with local strategic planning and buying. Sleepys media budget is projected to be $65 million in 2013.
Founded by Bill Koenigsberg in 1989, Horizon Media has estimated billings of $4 billion and approximately 800 employees. Recent accolades include 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek/Brandweek/Mediaweek and by Ad Age. Horizon was also recognized as one of the worlds most innovative marketing and advertising companies by Fast Company.