Serta chooses Leo Burnett as lead creative agency

An image from Serta's recent 'Declare Peace' campaign

86-year-old mattress brand Serta has chosen Leo Burnett Chicago as its lead creative agency following a review.

The account was previously handled by Doner, which worked with the brand for more than 15 years and created its iconic counting sheep characters.

"We would like to thank Doner for their many years of service with us and for their past contributions in making Serta the top-selling brand," said Andrew Gross, executive vice president of marketing for Serta, in a statement. "We look forward to creating a new partnership with Leo Burnett.”

Rich Stoddart, chief executive of Leo Burnett Worldwide, added: ”We are thrilled to be partnering with Serta. The brand has a storied history of product and marketing innovation that has defined comfort and sleep for generations. Our focus, in close partnership with the Serta team, is to help evolve the brand with a relentless focus on reaffirming Serta's position as the undisputed category leader.”

The switch comes just months after Doner launched a massive campaign for Serta called ‘Declare Peace.’ Instead of focusing on product features, price or the brand’s signature sheep, the campaign aimed to position Serta's mattresses as havens of comfort that can help take away the stress of everyday life.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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