Following a multi-way tender process, DFS has appointed Red Consultancy to run its PR brand building and influencer management and PR First to spearhead interiors- and lifestyle-focused communications and influencer campaigns.
In What’s Your Thing, DFS has a distinctive brand platform, and Red Consultancy aims to deliver integrated, strategic communication which will encompass "regular proactive and reactive storytelling, alongside larger set piece moments that tie into commercial priorities and the trading calendar".
Red Consultancy will also run an always on influencer programme, tapping into lifestyle and cultural moments and working with creators to bring the brand proposition to life.
PR First has been tasked with cementing the brand’s position as "the go-to for homes across the nation", with a remit to bring the product and service offer to life through creative storytelling and a dynamic press office for interiors and lifestyle media, as well as the curated evolution of the DFS ‘Thingsters’ influencer programme.
Claire Rushton, head of PR, DFS, explains: “In Red and PR First we’ve found our thing. Two very different agencies with different areas of expertise who can take us to the next level with our communications. Red’s creative ideas for DFS, coupled with their heritage in delivering stand-out, meaningful integrated campaigns for world leading brands, truly excited us, while PR First’s understanding of our category and their relationships with interiors press and brands in the home space is second to none.”
Perena Barrett, Red Consultancy Agency co-MD, comments: “DFS is the leader of such a rich, relatable category – stylish, comfortable centrepieces that form the backdrop to our experiences and our lives. A comms gift! Which, when coupled with the unique spirit, playfulness and focus on individuality DFS has injected into their brand in recent years, means so much space for us to play. We can’t wait to help them take their mission far and wide, and help more people have the confidence to discover their thing with DFS.”
Deborah Kirk, associate director at PR First, adds: "We are thrilled the team at DFS has found a home for their brand here at PR First. The opportunity to tell their stories is one we will relish in a category we know and love well. This win reflects our team’s dedication to the homes and interiors sector as well as our unbeatable knowledge and connections in the space, and we look forward to being part of the next phase of the DFS journey.”
Long-term partner Teneo continues to support DFS with all financial communications.
