Marketing and communications agency DDA has launched DNA, a new brands-focussed division it says will “leverage the connective tissue across entertainment and brands through campaigns, brand partnerships, talent relations, social media and events.”
With the new launch comes two key hires, including founder of luxury brand consultancy BSBP Bethani Stainfield-Bruce, who joins as senior vice president, brand partnerships and talent relations, and will be based out of DDA’s London office. Meanwhile, DDA is entering into a joint venture with Dubai-based brand publicity veteran Sophie Toh to create its DNA offering across the Middle East, which Toh will oversee as managing director.
DNA will be led by Julie La’Bassiere, the well-respected publicity and awards veteran DDA hired last year as chief strategy officer, with the new division also including Laura Fields, now director of strategy and planning, and Sonia Lehal, director of brand social.
“Under Julie’s strategic leadership, DNA unites two leading global brand experts with unrivalled credentials, leveraging DDA’s entertainment and culture influence to deliver impactful results,” said DDA CEO Lawrence Atkinson. :Both Bethani and Sophie are powerhouses in the luxury brands space, with relationships that perfectly compliment DDA’s film and television expertise. And with DDA’s existing ties in the Middle East, DNA’s new Dubai footprint is the natural next step to bring value and imagination to client campaigns.”
Before founding BSBP which specialized in creating strategic partnerships, connecting brands with the film, music and entertainment industries, Bethani was director of special projects at global luxury communications agency Karla Otto. Prior to that she held roles as Finch & Partners and Harrods, while the list of clients she has worked with including Chanel, Dior, A24, Mubi, Bvlgari, Dunhill and many more.
Toh began her career at Brunswick Arts in London before moving to Dubai and founding TOH Public Relations in 2009. The agency boasts a client roster that has included Airbnb, Deliveroo, Ferrari, Majid Al Futtaim, Nusr-Et and Patek Philippe. Toh fully exited the company in 2024 following its acquisition.
The addition of DNA is the latest development in a recent rapid expansion at DDA. In 2023 it moved into bigger premises in London to accommodate its growing number of staff, while last year it opened its first office in New York, led by Dan Salerno, to complement its existing U.S. office in LA. The company also recently launched a live content division with veterans Richard Adamson and Louis Kemsley.
