Tempur-Pedic expanded its relationship with Carmichael Lynch, giving the Minneapolis agency responsibility for media planning, buying and analytics.
The specialty mattress manufacturer spent nearly $70 million in measured media in 2012, according to Nielsen (That amount does not include digital spending.) Universal Media, Detroit, had previously handled the business, which moved without a review. After Tempur-Pedic awarded its creative account to Carmichael Lynch in December, the company decided it would be better to keep brand strategy and media under one roof.
“Once the creative began to take shape, we realized the importance of matching the delivery tightly with the work, so we decided to consolidate those efforts,” said Patrice Varni, svp of marketing at Tempur-Pedic.
In December, the agency’s PR arm, Carmichael Lynch Spong, was also appointed to handle public relations duties.
The media shift coincides with the debut of Carmichael Lynch’s first rebranding work for the company. For years Tempur-Pedic focused on selling directly to customers, rather than retail sales, and generating word-of-mouth buzz for the brand. The marketer previously ran an “Ask Me” TV campaign along with the positioning of “The most highly recommended bed in America.”
In the new work from Carmichael Lynch, Tempur-Pedic doesn’t dwell on materials and sleeping but stresses the benefits of a good night’s rest during waking hours. The first spot shows the life of a grouchy, tired mother from the point of view of her twin daughters.
Announcement of the media change follows Tempur-Pedic’s transfer of digital duties to Huge, an Interpublic corporate sibling of Carmichael Lynch. That work had been handled by Publicis Groupe’s Razorfish unit.
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