Sleepy’s announced today the appointment of Horizon Media, Inc., the independent global media services company, to handle its traditional and digital media planning and buying. The move comes as part of an aggressive expansion initiative undertaken by the retailer. The search, which started in November, was conducted by Drexler Fajen Partners.
According to Sleepy’s 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’ Sleepy’s is expanding into new markets and areas. To facilitate this, we need to augment our marketing initiatives and tap outside resources.”
Sleepy’s evaluated proposals from three finalist agencies before making its decision. According to Lobb, it tapped Horizon based on the agency’s 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. Sleepy’s media budget is projected to be $65 million in 2013.
For more information, visit www.sleepys.com.
About Sleepy’s: Sleepy’s®, The Mattress Professionals® is a privately-owned fourth-generation company with over 800 retail locations in fifteen states, spanning from Maine to North Carolina. Sleepy’s has 7 state-of-the-art distribution centers located throughout the country and delivers over 3,000 mattresses every day. Throughout Sleepy’s 55-year history, the company has remained committed to improving lives through better sleep with its extensive selection of America’s top brands, including Sealy Posturepedic, Simmons Beautyrest, Stearns & Foster and more. Their innovative sleep products include the latest in cooling gel, latex and memory foam mattresses, like the world-famous Tempur-Pedic. Sleepy’s operates showrooms in fifteen states.
About Horizon Media: Founded by Bill Koenigsberg in 1989, Horizon Media has become the fastest-growing media agency in the industry, with 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 world’s most innovative marketing and advertising companies by Fast Company.