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Dreams eyes fresh creative direction with hire of Creature for 2016 push

Bed retailer Dreams has switched up its creative agency, bringing in Creature of London to help guide it through a planned marketing push for the coming year.

The retailer’s marketing director Lisa Bond said the agency will “help take us to even bigger and better things".

Bond has previously lamented the marketing rut the bedding industry has found itself in, with creative straying not too far from talk of price and promotions.

Speaking to The Drum last year, she outlined how Dreams was trying to “break the mould” in a campaign talking about the health benefits of switching mattresses.

A new fully integrated marketing campaign, due to land later in 2016, will likely build on what it started with former agency partner CheethamBellJWT.

It also marks the first time that Creature has worked with a retailer, with the agency’s managing partner Dan Shute saying: "There comes a time in every agency’s life when you’ve got to grow up and get yourself a big retailer – in Dreams, we’ve found not only a big retailer, but a company and a brand and a bunch of people committed to making some properly groundbreaking work. This one’s going to be fun.”

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