'No limit' bed brief still a pipe dream?

Bed retailer Dreams this week cruised past the one-year mark since it revealed plans to hire a PR agency, with an appointment still yet to be made. Dreams marketing director Greg Suthern told us 'there is no limit on the fees or budget' for the brief (PRWeek, 12 November 2004), a boast that surely partly triggered the huge number of agencies ('approximately 75') that contacted Dreams with an intention of pitching.