The DNA leadership team: from left, Chris Witherspoon, president/chief growth officer; Christine Wise, chief strategy officer; Alan Brown, co-founder/CEO; and Dan Gross, co-founder/president.
When a Seattle advertising agency reaches the 20-year milestone, it’s leaders are sure to have valuable insights to share—especially when that agency is growing steadily—and not shrinking or about to close its doors—as we’ve seen too often these days, across the marcomm spectrum.
That 20th anniversary celebrant is DNA, which has added some 20 staffers in 2018 and now employs more than 50 people. We sat down with co-founder/CEO Alan Brown for this Q&A on a range of subjects:
What was your goal when you founded DNA 20 years ago?
We had a simple idea—to leverage insightful strategy into breakthrough, meaningful and effective creative work. That simple idea is behind the name “DNA”— uncovering the unique “DNA” of companies, cultures and brands to connect on a deeper level with consumers.
What is the most significant change you’ve seen in the ad business in 20 years?
The entire industry has changed over 20 years, driven by technology. Today, consumers have significantly more ways to receive and to “opt-out” of marketing and advertising. We’ve moved from advertising as a disruptor to a place where marketing needs to be inclusive.
What is the most significant change you’ve seen in Seattle in 20 years?
Twenty years ago, the biggest driver in the market was Microsoft. Innovation and creativity have been on steroids in the past 20 years, launching new ideas, products, and brands like Expedia, Zillow, RedFin, Zulily, etc. Amazon was in its infancy. You had to beg people to move to Seattle for a job. Now, we’re a magnet for some of the best talent in the world.
How have you grown?
We’ve grown steadily. We started with just the two of us—now we’re at 50 staffers. Our goal hasn’t been to add people, but to do great work. We’ve had a ton of fun over the years, breaking the rules for clients like PEMCO, BECU, Concur and others.
How has DNA kept pace with the media, ad industry and technological advances?
We’re continually providing training opportunities for our teams, and bringing in new talent with modern experiences. We invest in tools and technology as well.
What client/campaign has been DNA’s signature success?
BECU has been a client relationship that has been signature to DNA’s success. We’ve worked together for 17 years, and our teams feel joined at the hip. Together, BECU has evolved from being a credit union in Seattle to the most preferred (and one of the largest) banking brands in the Northwest. But, you can’t ignore the work we did to put PEMCO on the map. Our campaign, “We’re A Lot Like You, A Little Different” has been recognized as one of the best advertising campaigns created in the Pacific Northwest. Before that campaign, not many people knew of or thought of PEMCO for their insurance.
Besides clients/campaigns, what has DNA been the most successful at as a business?
Creating new relevance for heritage brands. We do this by uncovering and igniting love between people and brands. Whether it’s helping BECU become the most preferred banking brand in the market, establishing PEMCO as the local favorite to compete against national insurance brands, or positioning Ben Bridge for a new generation of customers, we’ve solved some of the most complex marketing problems for our clients.
How do you see DNA evolving over the next 20 years?
Our business will continue to change. Advertising is our craft, but we will continue to sit at the intersection of strategic business consulting and creative agencies. And to do this, we’ll extend our capabilities to provide integrated brand experiences for all our clients. Our success will bring us more national clients, more prestigious awards, and even more diversity among our team. It will continue to be an upbeat and inspiring place to work, and everyone will feel shared ownership in the work we do.
If you could give yourself advice 20 years ago, knowing what you know now, what would it be?
Stop stressing so much!
Besides the staff additions, 2018 has been a banner year for the agency. It recently won a major project for national wireless carrier Consumer Cellular, and added Darigold, PCC Community Markets and Swedish Health System to its client list. It also added project work for Nordstrom.
And at a time when diversity is top-of-mind for all businesses, DNA’s leadership team is a diverse and inclusive group that includes CEO Brown, who is openly gay, president and chief growth officer Chris Witherspoon, who is one of the few African Americans to be the president of an advertising agency, and chief strategy officer Christine Wise, who joined the agency this Summer from the former Wexley School for Girls.
Alan said that DNA believes marketers today must focus on deeper and more meaningful connections. “Our promise to brands is to ‘Uncover Love’—to identify and then build the values and beliefs of a brand into its marketing in order to create strong and lasting connections with the consumer,” he said.
—LC