Forty Winks appoints indies following creative and media pitch

Bedding retailer Forty Winks has shifted both its creative and media partners after completing a full-service review of its agencies, Mumbrella can reveal.

Hatched Melbourne has been awarded the full remit for the brand’s media buying and planning, while Akcelo Melbourne has been appointed as the creative agency of record.

Forty Wink’s new agency lineup

It’s understood that Forty Wink’s full media spend totals approximately $20 million annually.

The creative incumbent for Forty Winks was AJF Partnership, while Omnicom Media Group’s Hearts & Science held the media account previously. Forty Winks said both agencies were part of the review process.

The win for Hatched, Mumbrella’s Media Agency of the Year for 2022, follows shortly after it picked up media duties for Reece, and its second win since reshuffling its senior leadership. 

The creative remit for Ackelo also follows its win for Amart, recently launching a new brand platform.


The appointment will see Akcelo lead Forty Winks’ integrated marketing campaigns and brand experiences, as the brand said it looks to “strengthen its position as a market leader”. Hatched will also lead the brand’s media strategy, buying and planning to help maximise its customer reach and engagement.

“We are thrilled to welcome Akcelo and Hatched into the Forty Winks business and marketing team,” Damian Lucas, national advertising and marketing manager at Forty Winks, told Mumbrella.

“Both agencies demonstrated an innovative approach to creative and media, coupled with an incredible hunger to help us drive our business forward. It was a tough decision to make after reviewing submissions of the highest calibre from Australia’s best media and advertising outfits, but both management and the board were unanimous in the decision to select Akcelo and Hatched.” 

Aden Hepburn, Akcelo CEO, said his agency is excited to be working with both Forty Winks and Hatched.

“Together, we will create and scale a unique brand platform that helps drive a new phase of growth for an incredibly iconic Australian brand, and build on that to create a world-class brand experience for Forty Winks into the future.” 

Hatched’s new CEO, Stephen Fisher added: “We’re all about enduring partnerships, and together with Forty Winks, we have a plan for a sustained brand strategy that, through the right blend of brand and retail, hits the bottom line and will secure a larger market share. We’re looking forward to getting stuck-in.”

Lucas continued: “We’ve been busy doing a lot of strategic work to ensure the Forty Winks business and brand is fit for the future and continues to be a leader in market. Now more than ever, Australians understand the value of a good night’s sleep and the impact it has on our health and like always, we’re ready to help them get the sleep they deserve – Akcelo and Hatched will be excellent partners to ensure we communicate and deliver on this promise.”

“On behalf of Forty Winks, I’d like to extend my gratitude to both the AJF Partnership and Hearts and Science, who collaborated with us over a number of years having both made a valuable contribution to our marketing efforts in that time.”


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