By Seb Joseph

Dreams has tasked M&C Saatchi to steer its advertising, beginning with a nationwide push to reposition the brand as an expert on all things sleep related rather than just a bed specialist.

The campaign debuts this evening on ITV with an ad that introduces the strapline ‘What Dreams are made of’. It builds on the ‘Replace Every 8’ and ‘Because your sleep matters’ tags that came before, acting as a way for Dreams to emphasise its end-to-end offering as well as trumpet its UK manufacturing credentials post-Brexit referendum.

Dreams calls this its ‘Made in the UK’ proposition, which sits at Read full story ›

Source: The Drum