Kaimera unveiled as The Comfort Group’s media partner

September 10, 2025 11:29

The Comfort Group's Sleepyhead

Indie media agency Kaimera has won The Comfort Group as a client, having been unveiled as its strategic media partner.

The Comfort Group is an Australasian mattress and bedding manufacturer, and owner of the Sleepyhead and Sleepmaker brands.

As its media partner, Kaimera’s Melbourne team has been tasked with executing an integrated campaign that introduces Sleepmaker’s new “Smart Suspension Technology” — a model that combines “precision-engineered springs” and “SmartCell foam” to reduce sleep disturbance and promote “more restorative sleep” — to Australian consumers.

The agency is expected to deliver this via media planning, buying, channel optimisation and strategy initiatives.

The Comfort Group’s general manager marketing, Felicity Turner, revealed that Kaimera was chosen for its track record with brands, and expertise in creative and strategy.

“Sleep is central to wellbeing, and SST is a bold leap forward in delivering Australians exceptional comfort, temperature control, and support,” Turner said in a media release.

“We chose Kaimera for their strategic smarts, creative insight, and track record with premium brands – they’re the ideal partner to bring SST to life.”

“This partnership is a real milestone for our Melbourne team. SST is not just another mattress technology – it’s a true evolution in sleep innovation,” Kaimera’s general manager for Melbourne, Garth Moring, said in the same release.

“We’re excited to translate that into a campaign that connects cleverly with consumers and drives results. It’s also a testament to the growth of our Melbourne office – joining Nando’s, Luva-Duck, GSK, and others in our client lineup, The Comfort Group adds further credence to our presence in the lifestyle and home space.”

As Moring touched upon, Kaimera has spent the past year signing brands to its client list.

In August, it was announced that it would handle all Australian media for wine estate Taylors Wines, as the business undergoes its first significant rebrand in five decades.

While it was named as the media buying partner for culture event SXSW Sydney 2025 in May, June saw it win the media account of South African chicken chain Nando’s in a competitive pitch.

The food outlet’s account is understood to be worth over $5 million.