Nelson Bostock won a four-way pitch to replace two-year incumbent Robson Brown, although that agency continues to be retained for some work, including media buying.
Dreams plans to add 26 stores to its current offer of 75 UK outlets by the end of the year, with Nelson Bostock promoting its expansion plans regionally and nationally.
Nelson Bostock associate director Sue Skeats leads an account team reporting to Dreams marketing director Greg Suthern, who heads a
12-strong in-house marcoms department.
Suthern said Nelson Bostock would also handle some B2B work, but stressed the initial focus of the work would be consumer media relations.
He said: ‘Dreams as a brand has got to be synonymous with beds in consumers’ minds.’
Dreams’ stores, which are located in the south of England and the Midlands, stock a range of beds and divans.