^{(In the picture: Sophie Toh)}

Global comms agency DDA has established DNA - a global strategic brands vertical designed to connect entertainment and brands through campaigns, brand partnerships, talent relations, social media and events.

DDA is also entering into a joint venture with Dubai-based brand publicity veteran Sophie Toh to create DDA’s DNA offering across the Middle East, which Sophie will oversee as Managing Director.

Sophie started her career at Brunswick Arts in London before moving to Dubai and founding TOH Public Relations in 2009. Over the next decade, the consumer agency client roster includes Airbnb, Deliveroo, Ferrari, Majid Al Futtaim, Nusr-Et, Patek Philippe, The Diriyah Gate Development Authority, VIACOM CBS, ZUMA and luxury hotels and tourism destinations from Peninsula Hotels to the Shangri-La. Sophie fully exited the company in 2024, following the company’s acquisition.

Led by Julie La’Bassiere, DDA’s Chief Strategy Officer, DNA focuses on crafting brand stories by developing bespoke and delivering creative, sustainable campaigns that leverage DDA’s entertainment relationships.

The division includes Laura Fields, now Director of Strategy and Planning, Sonia Lehal, Director of Brand Social, and Agnelle Groombridge, Senior Account Executive. Founder of luxury brand consultancy BSBP, Bethani Stainfield-Bruce, is also coming on board as SVP, Brand Partnerships and Talent Relations, based out of DDA’s London office. 

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. 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.”