Hicksville, N.Y.-based sleep shop chain Sleepy’s has chosen Horizon Media Inc., a New York City-based media services company to handle its traditional and digital media planning and buying.
According to Jeff Lobb, Sleepy’s chief marketing officer, the decision to use an outside agency is part of the retailer’s aggressive expansion initiative. Sleepy’s expects to spend $65 million on media buys in 2013. “The ‘new’ Sleepy’s is expanding into new markets and areas,” Lobb said. “To facilitate this, we need to augment our marketing initiatives and tap outside resources.”