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From Home Furnishing Business

Serta Picks Leo Burnett as New Creative Agency

Mattress producer Serta Inc. has named Leo Burnett Group as its new creative agency.

Leo Burnett is replacing Doner, who had held onto the Serta account since 1999 and was responsible for the company’s well-known “Counting Sheep” commercials.

“The agency appointment was made after a rigorous review. On behalf of Serta, I would like to thank all of the participating agencies who demonstrated a high level of thinking and creative approaches,” said Warren Kornblum, interim chief marketing officer for parent company Serta Simmons Bedding.

“We selected Leo Burnett based on their understanding of our business and creative vision. We look forward to partnering with the team at Leo Burnett to deliver bold, innovative ideas and creative campaigns that will extend Serta’s position as the best-selling brand in the United States.”

Added Andrew Gross, executive vice president of marketing for the Serta brand, “We would like to thank Doner for their many years of service with us and for their past contributions in making Serta the top-selling brand.”

Rich Stoddard, CEO of Leo Burnett Worldwide said the Serta brand “has a storied history of product and marketing innovation that has defined comfort and sleep for generations.

“Our focus, in close partnership with the Serta team, is to help evolve the brand with a relentless focus on reaffirming Serta’s position as the undisputed category leader,” Stoddard said.

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