Home furnishing brand Ashley Furniture, whose ads we’re sure you’ve heard on radio, TV or in your own head over the last few years, is opening a chain of bedding stores dubbed, aptly enough, “Zzz’s by Ashley.” To help promote its new division, the Ashley assembly held an agency review and in the end, the brand has selected Chicago-based Ryan Partnership to serve as AOR for the “Zzz’s” launch (Ft. Lauderdale-based Zimmerman remains AOR for Ashley itself).
Ryan Partnership, for those wondering, is a subsidiary of Hyper Marketing (which has its own backstory) that welcomed 30-year Draftfcb vet/former MARC USA president Mark Modestoas its CEO nearly six months ago. Regarding Ashley’s decision, Zzz’s VP of marketing Graeme Gordon says in a statement, “Ryan’s integrated capabilities– from strategy to brand positioning to creative– complemented our needs across multiple platforms, and we were impressed by their ability to build business driving marketing platforms. Together we’re looking forward to delivering innovative marketing solutions to make mattress shopping an enjoyable experience for consumers.”
Ryan’s remit for its new client includes strategy, media planning and execution across mediums including TV, print, web, social and radio. Expect first work from Ryan for Zzz’s by Ashley to break early next year.