• by Larissa Faw , October 13, 2017

Mattress Firm is appointing Spark Foundry its new media AOR following a competitive review that reportedly included Carat and GroupM's Medicom.

Spark Foundry will be responsible for an integrated media strategy that includes media planning, buying and performance across multiple channels. Houston-based agency The Company had served as Mattress Firm’s lead media shop in the U.S. since 2010.

Mattress Firm's advertising budget was $250 million in the U.S. last year and $117 million during the first half of 2017, according to Kantar Media.

This partnership follows the May decision to place creative duties with Droga5. "As the media landscape continues to evolve, it’s important we uncover new ways to introduce and reinforce our brand to millions of Americans,” said Sicily Dickenson, Mattress Firm CMO.  “Spark Foundry has a deep understanding of the retail industry and how national brands can create personalized experiences.”

Mattress Firm has revamped its image since Dickenson joined the company earlier this year. The company has become witty and snarky across social media, particularly Twitter. A feud with startup Tuft & Needle, for instance, compared its "comfortable mattresses" with boxed options and featured pop-up ice cream truck.

Plus,  the "Technology to Power Off” campaign used Apple cofounder Steve Wozniak to make fun of smartphone trends.

“As we begin our partnership with Mattress Firm, we remain resolute in our commitment to deliver growth for the brand,” says Spark Foundry U.S. CEO Chris Boothe.