Bed retailer Dreams has announced the appointment of global creative network Iris as its new agency following a competitive pitch process.

This appointment marks a significant investment from Dreams which sees them looking to create a new brand vision for the future, post-pandemic.

The new brief will see Iris take responsibility for strategic and creative and development of the brand in the UK, from creating above-the-line advertising across broadcast channels, right through to in-store activity and experiences.

Jo Martin, Chief Marketing Officer from Dreams said: “This is a really exciting time for Dreams and we have the momentum to evolve and relaunch for the post-pandemic era. 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.”

Amy Bryson, CMO & Managing Partner from Iris said: “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.”