Serta Simmons Bedding appoints new leadership (Score 70)

Sales lead: These DM shifts will affect both the company's marketing strategy & agency roster. 

• Serta Simmons Bedding (SSB) restructured its leadership team after emerging from Chapter 11 Bankruptcy in June. 
• The company named Charlie Eitel CEO and Tim Oakhill CMO.
• The new CMO we told you about in April, Guy Longworth, is no longer with the company. 

Target demographic: Millennials with a female skew

The company will likely:

• Review its current agency roster
• Utilize high-ROI ad channels as it recovers from bankruptcy 

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: SSB has not aired a national TV ad so far this year. 
• 2021-2022 spend: Full-year spend increased from $2.4m in 2021 to $5m in 2022. 
• 2022 Ad programming: It placed ads during programming such as Diners, Drive-Ins and Dives, Friends, SportsCenter, The Big Bang Theory, and The Office. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: SSB spent about $3.4m on digital display ads YTD, a slight increase from $3.3m spent in this channel during the same time period of 2022. 
• YTD data: 445.7m impressions via Facebook (44%), Instagram (34%), YouTube (15%), desktop display (6%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend plummeted by 53% from $10.4m in 2021 to $4.9m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, apartmenttherapy.com, and thekitchn.com. It placed 1% of these ads indirectly through Zeta onto sites such as listenonrepeat.com, refdesk.com, cheatsheet.com, bulbapedia.bulbagarden.net, and watchuseek.com. 

Additional channel insights  

• Vivvix: SSB also utilizes radio, print, and local broadcast. 
• Top podcasts sponsored: Carton & Roberts, Arrowhead Pride: for Kansas City Chiefs fans, and The WDW Radio Show - Your Walt Disney World Information Station. 

Agency analysis:

• Opportunity: Contact the new CMO as soon as possible to secure top priority. 
• Current roster:
  • Leo Burnett Worldwide: creative AOR
  • Badger Agency: creative
  • Zeno Group: PR