RKCR/Y&R beats Publicis to £35 million Dreams account

Dreams, the UK bed retailer, has appointed Rainey Kelly Campbell Roalfe/Y&R to handle its £35 million advertising account as it bids to raise creative standards.

Dreams…looking to raise creative standards
Dreams…looking to raise creative standards

The agency won the business following a pitch against Publicis London.

Robson Brown, the previous incumbent on the Dreams advertising business, was also involved in the initial stages of the review, but withdrew from the process after being forced to cease trading in December following cash flow issues.

Robson Brown has since re-emerged after the directors bought the company's image rights from the administrator, but the agency was not involved in the final stages of the Dreams pitch.

The retailer kicked off the review of its advertising account in September, as part of an effort to boost the creative quality of its output. Previously, Dreams, which has more than 200 stores across the UK, has focused predominantly on price-led ad campaigns. Its marketing strategy is also heavily based around sponsorship deals, and in recent years the company has been the sponsor of 60-Minute Makeover, Heartbeat and Celebrity Big Brother.

Last year, Dreams moved its media planning and buying out of Robson Brown, appointing Starcom MediaVest Group following a three-way pitch. Robson Brown had worked on both the media and creative accounts for Dreams since 2000, and launched the brand's "Everything for a great night's sleep" campaign.