Marketing and communications agency DDA has launched a divisional DNA focused on new brands, which will “harness entertainment and brands’ connective tissue across entertainment and brands through campaigns, brand partnerships, talent relationships, social media and events.”

With the new release, including the founder of luxury brand consulting firm BSBP Bethani Stainfield-Bruce, he joins brand partnerships and talent relations and will be located in DDA’s London office. Meanwhile, DDA is setting up a joint venture with Dubai-based brand promotion veteran Sophie Toh to create its DNA products throughout the Middle East, with TOH to serve as managing director.

The DNA will be led by Julie La'Bassiere.

"Under Julie's strategic leadership, DNA has united two world-leading brand experts with unparalleled certificates to achieve influential results using DDA's entertainment and cultural influence," said Lawrence Atkinson, DDA CEO. "Bethani and Sophie are both powerful in the luxury brand field, with a relationship that perfectly praises DDA's film and television expertise. With DDA’s existing links in the Middle East, DNA’s new Dubai footprint is the natural next step to bring value and imagination to client campaigns. ”

Before creating BSBP that specializes in creating strategic partnerships that connects brands to the film, music and entertainment industries, Bethani was Karla Otto, director of special projects at the Global Luxury Communications Bureau. Prior to that, she took on the roles of Finch & Partners and Harrods, while working with clients like Chanel, Dior, A24, Mubi, Bvlgari, Dunhill and more.

Toh started her career at Brunswick Arts in London before moving to Dubai and founded Toh’s public relations in 2009. The agency has a client roster that includes Airbnb, deliveroo, Ferrari, Majid Al Futtaim, Nusr-Et and Patek Philippe. After the acquisition, Toh completely withdrew from the company in 2024.

The addition of DNA is the latest development in the recent rapid expansion of DDA. In 2023, it moved to a larger London location to accommodate its growing number of its employees, and last year it opened its first office in New York led by Dan Salerno to complement its existing U.S. office in Los Angeles. The company also recently established a field content division with veterans Richard Adamson and Louis Kemsley.