DFS has awarded its TV advertising to independent agency Krow as it looks to move away from its sales focused image.

The 80 store chain, which is the country's sixth largest advertiser, put its £84m TV account up for review in August after previously using a number of regional agencies.

Ian Filby, DFS ceo, who was retail brand development director at Boots before joining DFS in September last year, has said he wants to develop DFS into more of a brand.

'Our advertising to date has concentrated on generating footfall into our stores and has proved very successful. We are now looking at developing our communication to turn DFS from a well-known brand into a well-loved one,' he said in August.

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