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DFS picks Synergy Creative for its transformation strategy brief

August 19, 2019 | 2 min read

Synergy is tasked with helping DFS to communicate their wide-scale business transformation to colleagues across the organisation.

DFS, Britain’s biggest sofa retailer, has appointed employee engagement specialists Synergy Creative as its strategic partner to help communicate the organisation’s transformation programme.

Synergy Creative will use its experience in large-scale transformation comms to help DFS communicate key changes to the business as it looks to lead sofa retailing in the digital age. The programme will engage with over 5,000 employees across the DFS group, including DFS, Dwell, Sofa Workshop and Sofology.

Lee McNamara, group head of internal communications and engagement at DFS, said: “How our customers are shopping with us is changing, so we’re evolving with them. A huge part of that success will be in continuing to deliver an exceptional customer experience, driven by our people.

“We were looking for a partner who could support us fully through this transformation and Synergy Creative showed an excellent level of understanding and expertise in change communications. We’re excited to be working with them on this and sharing our big ambitions with our people.”

Gary Walder, account director at Synergy Creative, said: “We’re thrilled to be working with DFS. It’s a brilliant brand and household name and we can’t wait to get stuck in.”

The news comes as part of a successful year for Synergy Creative, following a host of award wins, a growing client list, and several key hires into the team.


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