A boast by the firm's former marketing director - now operations manager - Greg Suthern in 2004 that 'there is no limit on the fees or budget' for a newly created agency brief led an amazing 75 agencies to contact him (PRWeek, 12 November 2004).
Diary called Dreams on the anniversary of the review, only to discover that Sam Rees, newly appointed media manager at the time of the original tender, had left - and no agency was yet on board (PRWeek, 11 Nov 2005).
This week we learn that Carrie Kingsman, formerly of retail specialist agency Primal PR, has joined Dreams in the new role of PR and events manager.
Could this spell the end of the agency quest? In a statement to PRWeek, Suthern says: 'We decided to recruit someone to work in-house who could devote all her efforts on a focused, knowledge-led strategy.'
Crikey. But to add to the drama, he adds: 'We are definitely not ruling out using an agency in the future.'
Don't hold your breath.