Dreams brief goes to Perfect Storm

Dreams brief goes to Perfect StormBBD Perfect Storm has scooped its second account in as many weeks after bed specialist Dreams appointed the agency to handle its entire marketing business.
The brand, whose activity has previously concentrated on price, is now aiming to target home-movers and build a customer relationship strategy.
The agency will handle the company’s advertising, digital and CRM work.
BBD Perfect Storm was set up last summer as the London offshoot of Poole agency Bright Blue Day, with former Publicis Chemistry managing director Jason Foo as chief executive.
Foo said: “During pitch process I think we really related to Dreams’ view of where the brand could go. We’ll be moving towards more emotionally led conversations targeting home movers, with a more aspirational approach.” The agency has agreed to a significant performance by results payment model.
Dreams is one of the UK’s leading bed retailers and bed manufacturers, specialising in beds, mattresses, bedroom furniture, bedding and bed linen. It has 170 stores throughout the country.
The win follows that of Prudential’s PruProtect business which the agency picked up at the end of February. It has been briefed to launch a new consumer-facing channel for the company’s insurance division; previously the business sold its products through IFAs.

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