Dreams has appointed global creative network Iris as its new agency, following a competitive pitch process.

This appointment marks a significant investment from Dreams, which is looking to create a new brand vision for the future, post-pandemic.

The brief will see Iris take responsibility for the strategic and creative development of the brand in the UK, from creating above-the-line advertising across broadcast channels, right through to in-store activity and experiences.

Dreams' CMO Jo Martin says: “This is a really exciting time for Dreams, and we have got real momentum to evolve and relaunch for the post-pandemic era. We were looking for a strategic and creative agency to help us on that journey and we couldn’t think of a better partner for us in the long term than Iris. They have a strong pedigree in British retail, and really grasped our vision and ambition from the start, perfectly capturing the direction we want to take our business in.”