FAIRFAX, VA — Serta Simmons Bedding — whose brands include Beautyrest, Serta, Simmons and Tuft & Needle — has named ICF Next as its PR agency of record.

The move marks the first time Serta Simmons, known best for mattresses, has hired a single agency to handle communications for all its brands. The company previously worked with Zeno and Hunter.

The agency is charged with driving Serta Simmons’ brands visibility through high-profile activations and leveraging sales-driving opportunities. ICF Next will also be working with SSB’s corporate communications team on thought leadership as the company keeps pace with a fast-changing category.

Additionally, ICF Next has been working with SSB on its coronavirus-related initiatives, most notably the company’s donation of 10,000 mattresses to New York hospitals.

The deal comes a year-plus since Melanie Huet joined Serta Simmons as chief marketing officer, during which she has focused marketing efforts on better understanding and connecting with customers, particularly young consumers.

“We are working to make our brands more consumer focused and more a part of pop culture, and success in earned media is critical to our growth,” said Huet. “ICF Next’s track record of effective and creative work makes them the ideal partner for us.”