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From Home Furnishing Business

Simmons Names New Creative Agency

Mattress producer Simmons, maker of the Beautyrest bedding line, has named Anomaly as its new lead agency, and will work with the agency on strategy and creative development.

The move comes after an agency review, and is part of parent company Simmons Serta Bedding’s efforts to expand and refresh advertising and marketing activities to further reach and engage consumers.  Kirshenbaum Bond Senecal Partners previously had the account.

Sister company Serta named Leo Burnett as its new creative agency last week.

Anomaly has offices in New York, Los Angeles and five foreign cities. It recently was named “Agency of the Year” by the trade publication Ad Age. Clients include Anheuser-Busch InBev, Beats, The Campbell Soup Company, Carnival Cruises, Converse, Diageo, Electrolux, Google, Hershey’s, Lego, MINI, Nike, Sally Hansen, and Coca-Cola.

“After a thoughtful and thorough review, we determined that Anomaly is an outstanding fit for the Beautyrest brand, based on their understanding of our business and creative vision,” said Warren Kornblum, interim chief marketing officer for SSB.  “We expect that Anomaly will bring unique, creative ideas and campaigns that will propel the brand forward.  Their past work speaks for itself, and I am fully confident that their future work will be a breakthrough for the Beautyrest brand.”

“We're excited to partner with the Beautyrest team on their next chapter," added Franke Rodriguez, partner and CEO of Anomaly.  "The Beautyrest line of mattresses is one of the best in the industry -- anchored by a long history of developing great products and driving product innovation -- so the chance to really strengthen the brand and drive relevance with consumers is an exciting one."

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