LONDON — Bethani Stainfield-Bruce, the founder of luxury brand consultancy BSBP that works across film, music and entertainment, is joining DNA, a strategic brands vertical from the entertainment and brand communications agency DDA as senior vice president of brand partnerships and talent relations.

In her role, she will be based out of the London office.

“My mission when I founded BSBP in 2016 was to create a unique agency built on genuinely authentic partnerships connecting luxury brands with influential and culturally relevant entities and individuals,” said Stainfield-Bruce. “I am very passionate about the concept of achieving greatness and the highest return on investment through purposeful collaborations by identifying key strengths in potential partners and strategically marrying them up together to complement one another in the most powerful way.”

Prior to setting up BSBP, Stainfield-Bruce was director of special projects at luxury communications agency Karla Otto and has held positions at Finch & Partners and Harrods.

DNA will be led by DDA’s chief strategy officer Julie La’Bassiere with a team that includes Laura Fields as director of strategy and planning and Sonia Lehal as director of brand social.

“The brand partnership offering and demand within film and entertainment is growing and evolving exponentially,” said Stainfield-Bruce.

She added that London plays a big role in the global filmmaking community.

“London is the epicentre of the European film and TV industry and home to a significant portion of Hollywood’s most illustrious actors, studios and behind-the-scenes movie royalty. The same can be said for the U.K. music scene and our artists who are dominating alongside their U.S. counterparts now,” Stainfield-Bruce explained.

At DNA, she will be working closely with London’s cultural calendar through brand partnerships at events such as the BAFTAs, BRIT Awards, Frieze, London Film Festival and London Fashion Week.