DNA splits business into four to clarify its offering

Adegoke, Yinka
September 2004
New Media Age;9/2/2004, p8
Trade Publication
DNA, the full service agency, has restructured its business into four distinct divisions and unveiled a new brand as part of its drive to better explain its offer to clients in Great Britain, as of September 2004. The agency has formally split the group into DNA:Experience. DNA:Create, DNA:Connect and DNA:Deliver. DNA:Experience will focus on user experience with usability research and will compete with the likes of The Usability Co. DNA:Create is the newest of the divisions and its arrival coincides with the appointment of former Traffic co-founder Rob Lawrence as creative director. DNA:Connect will continue to focus on interactive marketing and DNA:Deliver is the new name for its technology team, which has been strengthened by new appointments. Overall, DNA expects to ramp up staff numbers from 50 at the start of the year to around 65 by the end. Client service, strategy and project management will remain central to the focus of each division. DNA Group joint-managing director Chris Perry said the restructure would enable the agency to create depth in each segment of its full-service offer. The agency has picked up six clients in as many months this year. It will work to deepen relations with existing clients. The rebrand was handled by Sea Design.


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