DFS: Finding humanity in the heart of a sales beast

DFS, a sofa brand, launched a series of TV, out of home and print ads in the UK that celebrated individual styles and showed that taste has no right or wrong to increase market share.


How do you kick a habit of a lifetime? A habit that has brought you fame and fortune and helped you rise to the top. More importantly, how can you tell when the very habit that has been critical to your past success, is now inhibiting your future potential?

For DFS, The Sale was that habit, and the clients understood that habit had become a problem.

This is the tale of how strategy helped them to wean themselves off the "crack-cocaine of marketing", transforming an internal culture in the process. It's the tale of the role that strategy had...

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