TRINITY, NC—Sealy, one of the world’s leading bedding manufacturers, has chosen CKPR as its public relations agency of record after a four-month competitive review. CKPR, the public relations arm of advertising agency Cramer-Krasselt, will work with its sister brand to develop national campaigns in North America for all Sealy Posturepedic brands including specialty and innerspring product lines.
“We’re in a market where consumers often struggle to understand the differences between mattresses—a dynamic that often leads to consumer indifference,” said Philip Dobbs, Sealy senior vice president of marketing. “C-K won our business because it identified unique consumer insights that we believe will help drive preference for Sealy Posturepedic.”
CKPR will create brand and corporate communications programs, while C-K will develop campaigns including internet, television, print and out-of-home advertising, in-store marketing and multiple touch point promotions. C-K will also handle media planning and buying.
Sealy is the largest bedding manufacturer in the world with sales of nearly $1.6 billion in 2006. The company manufactures and markets a broad range of mattresses and foundations under the Sealy, Sealy Posturepedic, Stearns & Foster, and Bassett brands.