Serta names Leo Burnett new creative agency

Leo Burnett collaborated with several shops to land the nation’s largest mattress maker.

Maybe it’s our imagination, but it seems like we have not had too many opportunities this year to report good news out of 35 West Wacker Drive. It seems like all we have had to share is this creative leaving or an account gone.

Well, today that changes for The Reel as we have some good news to report about Leo Burnett. After a review, the agency was named as Serta/Simmon’s new creative agency, leaving Doner Detroit after seventeen years.

Insert slow dramatic hand clap here.

The announcement ends the brand’s first creative review launched in August. Incumbent agency Doner, which Serta named as its creative agency of record back in December 1999 and created the brand-defining animated sheep, did not participate according to sources.

Rich Stoddart
Rich Stoddart

Rich Stoddart, CEO, Leo Burnett Worldwide discussed the agency’s reaction to being named AOR, “We are thrilled to be partnering with Serta. The 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.”

A statement on the Burnett website credited the collaborative effort between Leo Burnett, Rokkan, Arc, Greenhouse and The Core, who all came together to reel in the industry’s leading mattress maker. The agency claims the new partnership will, “bring its story of comfort and a good night’s sleep to consumers in new and exciting ways.”

On the Atlanta-based company’s website, Andrew Gross, EVP of Marketing was gracious about the Doner work, “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.”

Warren Kornblum, interim chief marketing officer for Serta Simmons Bedding, added, “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 continue Serta’s momentum as the best-selling brand in the United States.”

According to Kantar Media, Serta spent over $35 million on measured media in the U.S. during the first quarter of 2017, up from $15 million spent last year. Kantar Media largely attributed the increase in spending to print ads in newspapers and magazines.

Sleep tight Serta team. Then get up and do some great work!

Contact Colin Costello at or follow him on Twitter