'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.

Six months ago Dreams told us it had narrowed the search to two firms, with an appointment likely in 'July or August'. But when we called this week to mark the first anniversary of our story, and to find out which firm was hired, we learned that an agency is still not on board.

Furthermore it emerges that Sam Rees, newly appointed media manager at the time of our original story, and who was fielding the agencies' calls, has now left - destination unknown.

Which agency will eventually land the business? We are quietly confident at least 74 new-business bosses across 'agency-land' are as eager to hear as we are.

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