Mattress Firm, Inc., the USA’s largest specialty bedding retailer, has appointed Droga5 New York as part of its creative agency roster. Droga5 New York will be responsible for the execution of all integrated creative strategy across the masterbrand’s media mix, including TV, print and digital.
Effective immediately, Droga5 New York will partner closely with Mattress Firm’s marketing team to develop work that cements the brand’s position and category leadership and reimagines its customer experience. Today’s announcement coincides with the launch of the first work, a nimble and tactical innovation effort designed to respond to quickly changing market dynamics. A broader brand-focused campaign appears later this year.
“As Mattress Firm continues to build on its market leadership position, it’s vital that we have the right agency partner on our side to help us center our national brand around a single purpose, both strategically and creatively,” said Sicily Dickenson, chief marketing officer, Mattress Firm. “We were impressed by the strategic and creative depth behind the work for which Droga5 is known and look forward to connecting with consumers about what makes our company and brand stand out in our competitive category through product and experience.”
"Droga5 is thrilled to partner with the clear market leader in the mattress retail sector," said Sarah Thompson, Global CEO, Droga5. "More than just Mattress Firm’s advertising agency, we are lucky to be helping them transform their business by shaping the total brand experience end-to-end to succeed in today’s modern marketplace.”