The company believes the TV work, evolved by PWLC since taking over the account four years ago, needs refreshing. The move has been sparked in part by the tough trading conditions experienced by DFS over Christmas, its peak sales period.
PWLC is the lead agency on the account, with press advertising handled by The Publicity Bureau in Doncaster. Uber, a Sheffield agency, also produces some TV work for DFS. Neither of these agencies are believed to be under threat.
The arrangements reflect the unconventional approach to advertising arrangements taken by Lord Kirkham, the founder and chairman of DFS.
DFS, Britain's fifth-largest advertiser, rarely undertakes formal pitches or produces creative briefs. Instead, it likes to take its pick of creative ideas offered to it. Recently, the company has been exploring other media channels to augment its core strategy.
A source close to the business said: "PWLC won't necessarily lose the business but there is a feeling that the television campaign is running out of steam.
"The print and in-store work has been consistent but it feels it still needs to find the right formula for TV."