Iris beats McCann, Dentsumcgarrybowen to clinch Dreams’ £20m account
Iris has beaten McCann UK and Dentsumcgarrybowen to be appointed the creative and strategic agency for Dreams, the UK bed retailer, following a competitive pitch between the three agencies.
Iris was selected to help Dreams “evolve and relaunch for the post-pandemic era”, owing to its “strong pedigree” in retail, said the bed company.
Jo Martin, Dreams Chief Marketing Officer 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 a 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 their pitch.”
Commenting on the new account, Iris CMO and Managing Partner, Amy Bryson 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.”
The three-month-long pitching process was run by Hamilton Associates and was aligned to the Pitch Positive Pledge, a new industry initiative launched by the IPA and ISBA aimed at increasing the efficiency of pitching and minimising its impact on staff wellbeing.
The account which is worth £20m was previously held by Uncommon Creative Studio, having won it in 2019. The review does not, however, affect Havas Media Group, which won the media planning and buying account in 2019.
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