Sleepy’s Hires Its First Lead Creative Shop

Publicis Kaplan Thaler beats two other finalists

Publicis Kaplan Thaler has won creative responsibilities for Sleepy's after a review.

The agency outstripped fellow finalists Havas Worldwide and Gotham to land the mattress company's account. Each contender pitched out of its New York office. Sleepy's annual media spending is estimated at $75 million.

The business previously was in house, making Publicis Kaplan Thaler the brand's first lead creative shop. In late 2012, Sleepy's hired Horizon to handle media planning and buying. Those responsibilities also had been in house.

Roth Associates in New York managed the creative search.

Publicis Kaplan Thaler's assignment will include TV, radio, out-of-home and digital ads.

In making the hire, Jeff Lobb, chief marketing officer at Sleepy's, cited the creative shop's “great consumer insights, strong strategic clarity, integrated creative, chemistry and retail experience.”

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.