• by Steve McClellan  @mp_mcclellan, November 26, 2013

Media shop Initiative, part of Interpublic’s IPG Mediabrands, confirmed today it has been selected as the media agency of record by mattress manufacturer Serta after a review.

The client spends an estimated $30 million annually on ads.

The media incumbent was Doner, which continues as Serta’s creative agency of record.

Serta selected Initiative to manage the overall communications strategy, investment and analytics duties for its various product lines including The Serta Perfect Sleeper and the iComfort Sleep System.

Initiative’s Serta account team will be based out of the agency’s Chicago office. 

“We are thrilled to bring Initiative on board to help Serta build outstanding brand marketing plans in 2014,” stated Andrew Gross, senior vice president of marketing, Serta. “The dynamic combination of their media vision for Serta with the award-winning creative from Doner, Serta’s longstanding AOR, will allow us to dive deeper into consumer insights and deliver more meaningful brand communications.”

“Working with an iconic brand like Serta is a wonderful opportunity for our agency and we’re incredibly excited to get to work,” stated Shane Ankeney, chief client officer, Initiative U.S.

It was a mixed day for Initiative on the pitch front. While winning Serta, it will be parting with its estimated $125 million Hasbro North America assignment. The toymaker confirmed today it was consolidating most of its global media account, including North America with OMD.