Leading bed specialist Dreams has appointed CheethamBellJWT as its new creative agency.

CBJWT will be tasked with brand strategy and through-the-line advertising, including digital marketing and social media. The incumbent agency was MWO, but no pitch process was involved in the appointment.

CEO David Bell said: “We all spend one third of our lives doing something that the other two thirds depend on. Dreams is in the business of giving the nation a better night’s sleep and therefore a more productive day. That is the message that we will be communicating.”

High Wycombe-based Dreams, which has over 160 stores nationwide, was bought by private equity firm Sun European Partners last year after going into administration. The UK bedroom and furniture market is currently worth £1.6bn.

Lisa Bond, marketing director of Dreams, said: “We wanted an agency that could reposition the brand in line with the aspirations of our new senior management team. CBJWT have shown us a brand idea that will propel us forward in this important stage of growth.”

Media buying will be handled by Starcom.