Sealy Selects MSLGROUP as Public Relations Agency of Record

CHICAGO, May 13, 2011 /PRNewswire/ -- Sealy Corporation, the world's largest mattress bedding manufacturer, selected MSLGROUP, the Publicis Groupe's flagship communications and engagement agency, as its public relations agency.  The relationship will be managed from MSLGROUP's Chicago office, which will work closely with sister agencies, Leo Burnett and Spark, to drive brand awareness and preference for Sealy.

"Our partnership with MSLGROUP underscores our commitment to communicating the strength of the Sealy brand through several different channels," said Jamie Piper, Director of Marketing and Communications, Sealy.  "Consumers are connecting with products more and more through a variety of mediums, most notably, digitally in blogs, Twitter and online forums. MSLGROUP is bringing our marketing to life by leveraging a holistic, 360-degree approach to public relations to reach consumers at every touch point. It was clear from the beginning that the agency has the successful track record in the home products space and knowledge of consumer engagement to elevate the portfolio of Sealy brands."

MSLGROUP has been aiding in the launch of the Next Generation Sealy Posturepedic mattress line through ongoing media and social media outreach. For 2011, to support the launch of the new Sealy Posturepedic line, Sealy created its integrated "Whatever you do in bed, Sealy supports it.™" campaign to showcase the role of the bed in consumers' lives beyond just sleep. Whether it's spending family time with kids, reading a book or packing for a trip, beds are at the core of our lives, and the Next Generation Posturepedic is the most supportive mattress available to support all of life's moments. MSLGROUP is providing campaign and product support at key furniture shows such as the Las Vegas Market and High Point, as well as engaging consumers through online and offline public relations channels.

"Sealy is clearly a brand that understands the consumer lifestyle and the importance of overall health," said Joan Cetera, Chicago consumer group director, MSLGROUP. "Consumers are drawn to brands like Sealy with an innovative story tied to elevating their quality of life. We're excitedly executing our multi-faceted communications approach to demonstrate Sealy's commitment to supporting everything that happens in bed."

Sealy joins MSLGROUP's growing portfolio of consumer home products and retail brands, including Delta Faucet Co., Masco Corp., The Home Depot, and Owens Corning.

About Sealy

Sealy is the bedding industry's largest global manufacturer with sales of $1.2 billion in fiscal 2010. The Company manufactures and markets a broad range of mattresses and foundations under the Sealy®, Sealy Posturepedic®, Sealy Embody™, Stearns & Foster®, and Bassett® brands. Sealy operates 25 plants in North America, and has the largest market share and highest consumer awareness of any bedding brand on the continent. In the United States, Sealy sells its products to approximately 3,000 customers with more than 7,000 retail outlets. Sealy is also a leading supplier to the hospitality industry. For more information, please visit www.sealy.com.

About MSLGROUP

MSLGROUP is a specialty communications and engagement group that's one of the world's top 5 PR and events networks. With more than 2,500 people, its offices span 22 countries and cover virtually every discipline required for clients to engage creatively with their audiences 24 hours a day. Adding affiliates and partners into the equation, MSLGROUP's reach increases to 4,000 employees in 83 countries. The group offers clients strategic advice, insight-guided thinking and big, compelling ideas – followed by thorough execution. MSLGROUP is Publicis Groupe's flagship PR and Events network. www.mslgroup.com

About Publicis Groupe

Publicis Groupe [listed on the Euronext Paris Exchange - FR0000130577 - and part of the CAC 40 index] is the world's third largest communications group. With activities spanning 104 countries on five continents, Publicis Groupe offers local and international clients a complete range of advertising services through three global advertising networks, Leo Burnett, Publicis, Saatchi & Saatchi, and numerous agencies including Fallon, 49%-owned Bartle Bogle Hegarty, and Kaplan Thaler Group. VivaKi combines digital and media expertise, allowing to connect with consumers in a holistic way, with Starcom MediaVest Group and ZenithOptimedia worldwide media networks; and interactive and digital marketing led by Digitas and Razorfish networks. VivaKi develops new services, tools, and next generation digital platforms. Publicis Groupe's specialized agencies and marketing services offer healthcare communications with Publicis Healthcare Communications Group (PHCG, the first network in healthcare communications), sustainability communications and multicultural communications. With MSLGROUP, one of the world's top three PR and Events networks, expertise ranges from corporate and financial communications to public relations and public affairs, branding, social media marketing and events. www.publicisgroupe.com

Jen Tatro
MSLGROUP
312-861-5235
[email protected]

SOURCE MSLGROUP