British bed company Dreams has appointed Iris as its creative agency following a competitive pitch process.
The agency selection marks a significant investment from the bed retail brand which looks to create a ‘new brand vision’ for the future, post-pandemic.
The news comes nine years after Dreams went into administration prior to Sun European Partners acquiring them shortly after in 2013.
The new brief will require Iris to take responsibility for strategic and creative and development of the brand in the UK, including creating ‘above-the-line’ advertising across broadcast channels, and in-store activity and experiences.
Most recently the global agency has worked with Arsenal FC, Adidas and Samsung.
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“This is a really exciting time for Dreams and we have the momentum to evolve and relaunch for the post-pandemic era,” Dreams chief marketing officer Jo Martin said.
“We were looking for a strategic and creative agency to help us on that journey and we couldn’t think of better partner for us in the long term than Iris; they have a strong pedigree in retail – British retail in particular – and they really grasped our vision and ambition, perfectly capturing the direction we want to take our business in in their pitch.”
Will Hamilton of Will Hamilton Associates handled the three-way competitive pitch that saw Iris win the account.
Iris chief marketing officer and managing partner Amy Bryson: “We are absolutely delighted to be appointed as Dreams’ new agency; it’s exciting to begin bringing our ideas to fruition alongside the Dreams team.
“We’re awash with ideas on how to bring the brand into a new era, and to grow market share by truly putting the customer at the centre of everything they do.”
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