DDA launches brand strategy vertical DNA with MENA hub in Dubai

Campaign ME

06-05-2025

Global communications agency DDA is leveraging its 50-year history and expertise in entertainment to launch DNA – a global brand strategy vertical that aims to leverage the connective tissue across entertainment and brands through campaigns, brand partnerships, talent relations, social media and events.
Led by Julie La'Bassiere, DDA's Chief Strategy Officer, DNA will tell brand stories by developing creative ways to communicate compelling and sustainable campaigns that leverage DDA's entertainment relationships, maximising opportunities for brands and other partners.
On behalf of the DDA Board, DDA's CEO Lawrence Atkinson, said, '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.'
DDA is also entering into a joint venture with Dubai-based brand publicity specialist Sophie Toh to create DDA's DNA offering across the Middle East, which Toh will oversee as Managing Director.
Bethani Stainfield-Bruce, Founder of luxury brand consultancy BSBP, comes on board as Senior Vice President for Brand Partnerships and Talent Relations, based out of DDA's London office.
Atkinson added, '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.'
The DNA division includes Laura Fields, now Director of Strategy and Planning, Sonia Lehal, Director of Brand Social, and Agnelle Groombridge, Senior Account Executive.
Sophie Toh started her career at Brunswick Arts in London before moving to Dubai and founding TOH Public Relations in 2009. Over the next decade, the agency was widely recognised as one of the most successful consumer agencies in the region, with a client roster including Airbnb, Deliveroo, Ferrari, Majid Al Futtaim, Nusr-Et, Patek Philippe, The Diriyah Gate Development Authority, VIACOM CBS, ZUMA and numerous luxury hotels and tourism destinations from Peninsula Hotels to the Shangri-La. Toh fully exited the company in 2024, following the company's acquisition.
Before founding BSBP which specialised in creating strategic partnerships, connecting brands with the film, music and entertainment industries, Bethani Stainfield-Bruce was formerly Director of Special Projects at global luxury communications agency, Karla Otto.
Prior to that she held roles as Head of Events at Finch and Partners and Events Manager at Harrods. Her experience includes working with clients such as CHANEL, Dior, A24, MUBI, Bvlgari, Dunhill, Jaeger-LeCoultre, Mercedes-Benz, LOUIS XIII Cognac, Jameson Whiskey Audemars Piguet, Paul Smith, Billionaire Boys Club, and AMI Paris.