A Hull performance marketing agency has put a competitive pitching process to bed with a leading UK brand, bagging Silentnight as a client.

Summit has secured the new partnership, taking on the digital campaigns of a renowned business. It comes hot on the heels of an extension to its work with Ann Summers for the C4DI team, and sees Silentnight consolidate services with one entity.

Martin Corcoran, chief executive and owner of Summit, following a 2022 buy-out, said: “Silentnight’s mission is clear and straightforward: to help the nation have a good night’s sleep. And, our mission for them is just as simple: make sure Silentnight is the go-to, most trusted brand for exactly that, a good night's sleep.

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“We plan to utilise our expertise in omnichannel strategies to ensure that every touchpoint of Silentnight’s marketing activity is driving towards sales, engagement and return on investment, while making sure Silentnight continues to enjoy its well deserved status as the number one sleep brand in the UK.”

It will take over the brand’s pay-per-click marketing, search engine optimisation, paid social and affiliate work, with the aim of having them work strategically together.

The move comes as the Lancashire-based firm returned to profit for the first time since 2019. It saw a £13.4 million swing in the last financial year on its £114 million annualised sales, albeit with a pension settlement having been factored in.

Tom Sloan, head of ecommerce and digital at Silentnight, said: “We were looking to unite all of our paid channels under one agency so the overall strategy could be aligned and make sure the channels would work together to help expand Silentnight’s reach and awareness. With the track record that Summit has working with large retailers, plus the experience across multi-performance channels and a strong dedicated team, it’s a very exciting time for Silentnight to kick off our new partnership with Summit.”