British bedroom furniture retailer Bensons for Beds, which claims to be the UK’s largest retailer specialising in beds, mattresses and pillows has appointed WPP Media agency Wavemaker to handle its media account following a competitive pitch process launched in August.
The7stars has been the incumbent on the account since 2022. Krow Group has been the lead creative agency since 2024, responsible for developing the brand’s creative strategy and recent campaigns, such as “Sleep is our obsession”.
Wavemaker will lead strategy, planning, and media buying for the retailer, which has 166 stores in the UK and invests over £10m a year in media, including its upcoming winter sale activity.
As part of the brief, Wavemaker will use its expertise in the retail sector to find new sources of growth for Bensons, developing media strategies that will aim to give it competitive advantage in the market compared to the competition.
Bensons for Beds chief commercial officer Mark Slater said: “As a trusted British brand with more than 70 years of heritage, we’re always looking for fresh ways to engage our customers while staying true to what makes Bensons for Beds special; the experience we give our customers.
“Wavemaker’s combination of retail and planning expertise together with innovative media thinking makes them the perfect partner to help us tell our story and grow our brand in exciting new ways.”
Wavemaker UK president Jon Stevens added: “We’re delighted to be partnering with Bensons for Beds. They’re a brilliant brand and a UK retail powerhouse we’ve long admired, facing some unique media challenges. We can’t wait to get started to help grow their market share and ensure more people have a better night’s sleep.”
The appointment follows a series of business wins and expanded remits with leading brands worldwide, including Reckitt, Mastercard, Electronic Arts and Heineken, in which the company’s proprietary AI platform for marketing, WPP Open, was instrumental.
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