TRINITY, NC: Sealy has named CKPR as its AOR following a four-month competitive review.
CKPR, the PR division of ad agency Cramer-Krasselt, was also named Sealy's advertising AOR.
Margo Borgiorie, director of global marketing, communications, and licensing at Sealy, said the firm wants the agencies to provide ideas on how to best reach its customers. While a plan hasn't been finalized, she said outreach may involve interactive and buzz marketing tactics.
Joel Curran, MD of CKPR, said the agency will work on forging stronger relationships with influencers and stakeholder groups.
"Everyone is engaged in the quality-of-sleep topic," Curran said, "so there's a great PR and advertising opportunity to connect with consumers through the lifestyle and home categories."
CKPR beat out Mullen, Sealy's AOR for the past seven years, as well as Trone Advertising and JWT's Malone Advertising.
The three-year agreement reportedly puts the overall budget between $10 million to $15 million, but Borgiorie would not comment on figures.
"It's hard to delineate because PR is so integrated into everything we'll be doing," she explained.
