Simmons Bedding Company recently tapped Kirshenbaum Bond Senecal + Partners (kbs+) as its lead creative agency, following a nationwide review. Kbs+ will handle the creative for the Beautyrest and
ComforPedic from Beautyrest brands. In addition, the agency will develop an advertising campaign for Simmons' forthcoming luxury lines beginning in January 2014. According to Jeff Willard, executive
vice president of marketing for Simmons, with these high-end lines – with price tags peaking at $5,000 – Simmons is aiming for advertising that complements the weight of the purchase
itself: "Our goal is to once again break the mold of traditional mattress advertising by redefining the luxury mattress purchase." Omnicom Group's Martin|Williams previously handled creative work.