The appointment follows a final four-way shoot-out between WPP's MediaCom and Mindshare, Omnicom-owned OMD and Brilliant.
News of the win will be a major blow to embattled regional agency Brilliant Media, which was the incumbent on the TV, radio, outdoor and digital parts of the business, valued at around £40m in billings. Last week Brilliant lost Asda’s £12m regional media business.
MediaCom previously handled DFS' £52m press business.
DFS is the UK's 7th largest advertiser according to the latest ad spend figures from Nielsen for 2010.
DFS has not yet confirmed who will handle the digital business, which Nielsen cites as £2m but is estimated to be more than that.
DFS is a former sponsor of ITV1’s Dancing On Ice and All Star Mr & Mrs but the majority of its TV budget is directed towards spot advertising.