Simmons Hires New Agency Kirshenbaum Bond Senecal + Partners

- Bedding manufacturer adds another world-class agency partner to its roster -

Aug 29, 2013, 15:13 ET from Simmons Bedding Company

ATLANTA, Aug. 29, 2013 /PRNewswire/ -- Simmons Bedding Company, one of the world's largest mattress producers and creator of Beautyrest®, recently named integrated creative, advertising and marketing agency  Kirshenbaum Bond Senecal + Partners (kbs+) as its new lead creative agency. The appointment comes after a thorough review of several prominent agencies nationwide.

"In the first half of 2013, Simmons experienced unprecedented sales and marketing success. As we move forward, it is imperative that we align ourselves with creative, strategic partners who continue to drive momentum. After an extensive search, we have found such a partner in kbs+. Their creativity and understanding of our brand stood out, and we were impressed by their track record for demonstrating the measurable impact of their work," said Jeff Willard, Executive Vice President of Marketing for Simmons. "We look forward to working together to create communication that is as compelling and inventive as the beds themselves."  

Kbs+ adds another creative powerhouse to the company's outstanding agency lineup. Since Willard assumed his position in November 2012, Simmons has cultivated a team of agency all-stars to bolster marketing efforts and boost its flagship brand's position in the marketplace. In January 2013, the company handed over media strategy and buying responsibilities to media giant MEC, one of the world's leading media agency networks and a founding partner of GroupM, WPP's media investment management group. Shortly after, leading international design agency LPK joined the ranks to handle strategic brand positioning and asset development for Simmons, as well as design strategy for the bedding manufacturer's key sub-brands. Both agencies, along with kbs+, join longtime agency partner, three, who has handled trade advertising and PR duties for the past ten years.

Kbs+ will handle the creative conception and execution of consumer advertising for the Beautyrest and ComforPedic® from Beautyrest® brands. Most significant among its new responsibilities is the agency's push to develop advertising campaigns for Simmons' forthcoming luxury line launches, beginning as soon as January 2014. According to Willard, with these high-end lines – with price tags peaking at $5,000 – Simmons is aiming for advertising that complements the weight of the purchase itself: "Our goal is to once again break the mold of traditional mattress advertising by redefining the luxury mattress purchase."

"We are thrilled to be partnering with Simmons," said kbs+ Chairman and CEO Lori Senecal. "For more than a century, they have been reaching the minds and homes of consumers with their iconic brands. We admire their ambition to lead the category and their ongoing and proactive commitment to inventing new and innovative products that enhance consumers' lives."

Simmons previously worked with Omnicom Group's Martin|Williams until February 2013.

About Simmons Bedding Company
Atlanta-based Simmons Bedding Company ("Simmons") is one of the world's largest mattress producers and the maker of Beautyrest®. Simmons manufactures and markets a broad range of products including Beautyrest®, Beautyrest TruEnergy®, Beautyrest Black®, ComforPedic® from Beautyrest®, and BeautySleep®. Simmons operates 19 conventional bedding manufacturing facilities across the United States, Canada and Puerto Rico. Simmons also serves as a key supplier of beds to many of the world's leading hotel groups and resort properties. Simmons is committed to developing superior mattresses and promoting a higher-quality sleep, helping ensure consumers around the world are LIVING LIFE FULLY CHARGED®. For more information, visit, or follow Beautyrest on Facebook, Twitter, Pinterest and YouTube.

About kirshenbaum bond senecal + partners
kirshenbaum bond senecal + partners (kbs+) is an integrated creative, advertising and marketing agency that is shifting the industry paradigm from innovation to invention.  We are committed to inventing and creating the highest value ideas for our clients and for ourselves.  Our team of passionate inventors and creative entrepreneurs is dedicated to doing things that matter and making things that matter.  Today kbs+ serves a diverse roster of clients that includes American Express, BMW, HARMAN, HomeGoods, KAO Brands, Prestige Brands, PUMA, Simmons Bedding Co. and Vanguard.  For more information on kbs+, a member of the MDC Partners Network, please visit or follow us @kbsp_agency.

Forward-Looking Statements
This press release includes forward-looking statements that reflect our current views about future events. The forward-looking statements in this press release speak only as of the date of this press release and are expressed in good faith. However, these forward-looking statements are subject to a variety of risks, uncertainties, and other factors that could cause actual results to differ materially from Simmons's expectations, including, but not limited to, operational pressures, including our ability to launch new products on a timely basis, the success of our new products and costs related thereto; our product liability, intellectual property and other litigation claims; and strategic decisions, including potential acquisitions and personnel realignments. We undertake no obligation to update or revise any forward-looking statements, either to reflect new developments or for any other reason.

For more information
Christina Schrempp


SOURCE Simmons Bedding Company