Kingsdown Partners With Mullen For Marketing Communications Initiatives

Furniture World Magazine

Kingsdown, Inc. announced that it has partnered with Mullen to develop and execute marketing communications efforts for the Mebane-based bedding and sleep system manufacturer. Mullen, with headquarters in Wenham, Massachusetts, will serve as agency-of-record and handle brand planning, advertising, media, digital, design and public relations initiatives. “We believe our BodyDiagnostics program provides a tremendous opportunity to speak to consumers about what’s important to them,” said Jim Ross, vice president of marketing for Kingsdown. “Mullen’s extensive experience in our core business channels and general background in consumer durables will allow us to focus on driving retail traffic and helping shoppers reach a conclusive decision about which sleep systems are right for them.” “Kingsdown is a highly innovative company that has developed a technology enabling consumers to find the right beds for their bodies,” said Ross Dobson, managing partner at Mullen. “This is a great opportunity for Mullen to work with a brand that is so keenly focused on consumer advocacy and breaking through in a competitive and often confusing category.” “Mullen quickly demonstrated that their relentlessly creative approach and consumer focused strategic development would make them valuable member of the Kingsdown team. We’re excited to have them on board for what we expect to be an exciting year,” said Eric Hinshaw, CEO and Chairman. About Kingsdown: Kingsdown makes and markets a wide range of premium bedding products including innerspring, and foam sleep systems for leading retailers in more than 20 countries including the U.S. Long recognized as an industry leader and innovator, it has developed the proprietary BodyDiagnostics® system that matches a customer to a bed resulting in better sleep and health. Kingsdown holds several patents and has won numerous industry awards. Founded in 1904, Kingsdown is an employee-owned company and based in Mebane, North Carolina. About Mullen: Mullen is a full-service agency and an independent brand within the Interpublic Group of Companies. Mullen’s client portfolio includes General Motors, XM Satellite Radio, Four Seasons Hotels and Resorts, Stride Rite Children’s Group, Royal Ahold, HSBC, LendingTree, Match.com, Ask.com, Gifts.com, T.J. Maxx, Marshalls, Highmark Blue Cross Blue Shield, The Stanley Works, Wachovia, Embarq, MassMutual, Panera Bread, La Quinta and Orbitz. Headquartered in Wenham, Massachusetts, the agency operates offices in Winston-Salem, North Carolina; Detroit, Michigan; and Pittsburgh, Pennsylvania. For more on Mullen, visit www.mullen.com.