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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