VCCP lands £3.5m Dormeo business

Dormeo, the global mattress brand owned by TV Shopping Direct, has appointed VCCP to handle its £3.5 million advertising account in the UK.

Dormeo…launching integrated ad campaign
Dormeo…launching integrated ad campaign

The agency won the business after a pitch and will now be responsible for launching an integrated ad campaign to help raise awareness of the brand in the UK market.

The campaign, which is expected to include TV ads, will highlight the fact that Dormeo's mattresses can help improve a person's health, as well as provide them with a better night's sleep.

Previously, Dormeo rolled out its marketing activity on a global basis, adapting ads created by its in-house US marketing team to suit local markets. However, VCCP's appointment signals a shift to a more considered market-by-market approach.

The latest global Dormeo advertising push included a series of TV spots shot in the style of infomercials. The ads were fronted by the US Olympic gold medallist Mark Spitz.

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