• by Fern Siegel , 2 hours ago

Digital Natives has been named U.S. strategic and creative agency of record for Molecule, a mattress brand.

The account was awarded after a competitive pitch.

First work is expected this quarter, with the goal of building brand awareness to drive sales. The social content will be boosted by OOH, experiential and influencer partnerships throughout the year. Real-world activations include athlete partnerships, where sponsored runners document their experience of training and recovery with the mattress, both in the lead-up to and following key events. 

“This is an exciting win for us, not just because of the scale and ambition, but because it reflects our continued appeal in the U.S. Molecule has a clear desire to punch above its weight, and that’s where creativity becomes a real competitive advantage,” said Alistair Fitch, Digital Natives CEO.

The target audience is active, health-conscious adults, 25–55, with incomes of  $100K+.

Laura Brewick, Chief Marketing Officer at FXI, added the agency was chose for its “standout creativity, strategic thoroughness and consistently strong ideas. Their team is innovative, hands-on and brings the kind of collaborative energy that elevates the work at every step.”

The assignment follows other recent wins for Digital Natives, such as Fujifilm, KP Snacks’ Whole Earth and Tyrrells.

The mattress brand is designed to maximize airflow and facilitate cooling. Its research team works with engineers and a medical advisory board. Molecule is available online and in retail stories throughout the Northeast.