LEXINGTON, KY: Tempur-Pedic, manufacturer of specialty mattresses and pillows, has selected Edelman as AOR.
Edelman won the account in a competitive pitch against Ketchum and the GCI Group. Terms were not disclosed.
Danny Sfeir, SVP of marketing for Tempur-Pedic, noted that the company ended its five-year relationship with local firm Meridian Communications to extend its outreach efforts nationally and, ultimately, internationally.
"With the growth of the company ... we wanted to have an agency with a larger reach," he said.
Edelman will help Tempur-Pedic increase sales and build awareness of its products, which use a viscoelastic material that conforms to the body.
Sfeir declined to discuss specific initiatives on which Edelman will work, but noted that there are a number of "hot projects" on the horizon.
The consumer-focused account encompasses media relations, event planning, promotions, and working on company projects.
Edelman's Atlanta-based house and home practice will oversee the business.