Sleepwell ropes in Innocean Worldwide as creative partner
12 Jan 2011
Mattress and comfort accessories brand, Sleepwell has appointed Korean-agency network, Innocean Worldwide to handle its creative mandate. Rediffusion was the incumbent on the account.
Innocean, which began as the in-house agency for Hyundai Automotive Group globally, won the account after a multi-agency pitch that involved agencies like Mudra, Crayons, Triton, Vermillion, Apple, Everest, Infinity and Indus. The brief to the agencies was to arouse consumer interest in a low involvement yet critical product.
The account size is pegged around Rs12-15 crore.
Sleepwell, a brand owned by Sheela Foam Industries, has a strong market presence in India. It is currently looking to take its communication strategy to the next level. Retail presence is being ramped up nationwide, while retail branding is being standardised along with a new look and feel to the product packaging.
''Our brand has built tremendous traction and we are looking at consolidating our leadership position in times to come,'' said Manoj Sharma, marketing head, Sleepwell.
Innocean's global network spans India, China, UK, Australia, US, Russia, Spain, Canada, France, Spain.
