Bed Bath & Beyond selected Muh-tay-zik Hof-fer as the leading brand agency after a review.

The decision comes less than a year after Bed Bath & Beyond appointed Cindy Davis as chief brand officer. Davis joined the company last year after serving as EVP and Chief Digital Marketing Officer for L Brands, which owns Bath & Body Works and Victoria’s Secret. She is also president of Decorist, an online interior design service that Bed Bath & Beyond acquired in 2017.

“The Bed Bath & Beyond marketing team is first class. Everyone expects and demands the best – and that’s exactly what we want to deliver for them, ”said Matt Hofherr, co-founder and Chief Strategy Officer of Muh-tay-zik Hof-fer, in a statement. “The house has never played a more important role in consumer life. We can’t wait to share the exciting things Bed Bath & Beyond is working on with consumers. ”

Muh-tay-zik Hof-fer based in San Francisco was taken over in 2016 by VCCP based in London. Last year the agency won creative and strategic work for Sonos in collaboration with VCCP New York. John Matejczyk, Co-Founder, CEO and Chief Creative Officer, left the agency in 2020 after twelve years of service.

Bed Bath & Beyond has arranged two additional agency appointments. The retailer selected communications company M Booth as its corporate and consumer PR agency. We Are Social was also selected as the leading social media agency for Buy Buy Baby, one of the retailer’s few chains.

According to Bed Bath & Beyond, Muh-tay-zik Hof-fer and M Booth will be responsible for helping the company launch its new customer value proposition: “Unlock the magic in every room.”

A spokesman for Bed Bath & Beyond said the agency’s selection was not the result of the creative and media scrutiny the retailer reportedly began in 2019. It’s not clear who is doing the media planning and buying for the brand.

“After an extensive review of the best and brightest in the industry, we are pleased to announce the addition of these world-class, award-winning agencies to our expanding team,” Davis said in a statement.

Davis added that the company’s new agencies “have shown the passion, insight, and creative flair that inspire our digital-first clients in new ways, create excitement about our value proposition, and the relevance and connection with ours.” Brands will increase. “

For the past several years, the company has worked on creative campaigns with Evolution Bureau, an agency based in Oakland, California. One such campaign ridiculed society’s collective obsession with online shopping by highlighting the all-too-often-forgotten benefits of actually walking into a store, such as the ability to actually take something home after your purchase rather than shipping waiting.

Like many retailers, Bed Bath & Beyond’s stores struggled with Covid-19-induced lockdowns and closings last year. Last week the company announced that comparable in-store sales fell 15% for the third quarter that ended in November. However, comparable digital sales increased 77%.

In July, the company plans to close 200 locations over the next two years, most of which will be the Bed Bath & Beyond stores of the same name. Led by CEO Mark Tritton, who joined Bed Bath & Beyond in 2019, the company was in the midst of a transformation that included store redesigns, investments in omnichannel services and the introduction of new private labels.

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