BSC Hires new Agency of Record

Marcus Thomas gets Better Sleep.

Cleveland—The Better Sleep Council (BSC), the consumer research and education arm
of the International Sleep Products Association, has named Marcus Thomas, Cleveland,
as its public relations and marketing agency of record. The BSC sought a partner for
strategic development, public relations, and social and digital media advertising, and its
search included six other participants, undisclosed.Work breaking this month will aim to
bring the mattress to consumers’ top of mind as a vehicle for achieving better sleep.

Selection was based on a presentation of strategy and creative. Better Sleep Council
director of communications Karin Mahoney states, “As a trade association, we have two
sets of priorities.The first is to educate consumers about the importance of a high-quality
mattress in achieving restful sleep. The second is to demonstrate to our members that
our work is providing the value they demand from our group.We were impressed not
just with Marcus Thomas’ creative direction, but with their explicit, targeted goals and
measurable outcomes.”

MarcusThomas senior vice president and director of public relationsTodd Morgano adds,
“To us, the Sleep Council represents a fascinating creative challenge.We’re promoting a
solution, not a brand, and we have to make that solution resonate in a cluttered space. Our
competition is anything you might turn to for a good night’s rest, from pharmaceuticals to
exercise to aromatherapy.”

The Better Sleep Council, Alexandria,Va., is a subgroup of the International Sleep Products
Association, which represents nearly 700 mattress manufacturers and bedding component,
machinery and service suppliers, ranging from multinational manufacturing companies to
small, family-owned operations, in over 50 countries.

Marcus Thomas LLC is a $120 million integrated marketing communications agency
focused on audience insight, idea generation and alternative delivery.With offices in
Cleveland and Youngstown, Ohio, Marcus Thomas employs 140 people. Clients include
NESTLÉ, MTD Products Inc (Yard-Man, Troy-Bilt, Yard Machines,Wolf-Garten and
White Outdoor brands), Akron Children’s Hospital, Diebold, Quanex, Tarkett, Shearer’s,
SIRVA, Suncore, Swagelok and the Ohio Lottery, among others.