Dreams calls £32 million advertising pitch

Dreams, one of the UK's largest bed specialists, is holding a review of its £32 million advertising account.

Dreams: ad review
Dreams: ad review

The retailer has directly approached a number of agencies regarding the business, with the intention of holding a pitch process over the coming months.

Newcastle-based full service agency Robson Brown is the current incumbent on both Dreams’ creative and media planning and buying accounts, however it’s understood that media is not included in the pitch process.

The retailer, which has more than 200 stores across the UK, is understood to be keen to highlight its expertise as a specialist bed retailer, with more and more consumers now tending to turn to multi-purpose retailers such as Argos and John Lewis when purchasing beds.

Previous Dreams campaigns have predominantly focused on price-led advertising activity, as well as promoting the wide variety of beds that the company has to offer.

Its most recent ad campaigns have used the strapline: "Everything for a great nights sleep"

Robson Brown has worked with Dreams since 2000, during which time the retailer has significantly enhanced its media spend.

In the past year alone Dreams has launched a number of national TV ads and has also agreed a series of major sponsorship deals.

The company has sponsored the past two seasons of Celebrity Big Brother, and has also been a sponsor of ITV drama Heartbeat.