There’s nothing unique about our process. But when it comes to results, that’s another story. Like any creatively-driven enterprise, we rely as much on inspiration, imagination and luck as we do on research and analysis. In spite of that, our approach is 100% repeatable: In one category after another—even the most challenging, low-interest categories—we’ve been able to create meaningful campaigns that have led to truly transformational outcomes for our clients.
We sell meaning. To us, this is the Holy Grail of all communications. Because meaning is what makes you and your message matter.
More than simply getting noticed or cutting through the clutter, meaning is about tapping into something. It’s awareness combined with relevance and authenticity. It’s memorable, it resonates and it changes how we think and behave. And while it’s almost impossible to manufacture, this kind of meaning already exists somewhere within your organization’s DNA. We can help you reveal it, and turn it into something that’s not just entertaining, but engaging.
As a former college athlete, managing and coaching teams became an intuitive ambition for Chris. It only made sense to pursue a career in the competitive world of advertising at agencies such as DDB; Fallon; TBWA/Chiat/Day; Goodby, Silverstein & Partners and Publicis, shaping iconic brands such as Citi, E*Trade, Hewlett-Packard, Levi’s, Miller Lite, Starbucks and T-Mobile. As a partner at DNA, Chris leads new business development, manages client relationships, and guides strategy to discover and express the true meaning of a brand.
When you’re the middle child in a family of seven, you learn how to balance the needs of others and the art of achieving cooperation. It’s only natural that Alan’s talent for working with others led to a career in account and agency management. First from the client side at Procter & Gamble and Pepsi-Cola, then as a specialist in relationship marketing, and finally as a co-founder of an agency almost twenty years ago. At DNA he works to balance teams from different disciplines to generate surprising results for clients.
Dan has literally been in advertising his whole life. His father had an agency when he was growing up. And at the ripe old age of thirty, so did Dan. Eight years later he started DNA. As the Executive Creative Director, he works with brand planning to uncover the underlying meaning of a brand and then leads creative development to turn these simple truths into engaging campaigns. Dan’s work has been honored by Communication Arts, the One Show, the ADDY Awards, the Art Directors Club and other major shows.
Caroline began her career in corporate marketing at Sonesta Hotels before joining McDougall & Associates Advertising in Boston, where she handled regional advertising for Marriott Hotels. Fifteen years ago, she met Dan and Alan while working together at Herring/Newman on the Westin Hotel Business. For the last six years she has been the chief planner at DNA, working to uncover the truth and meaning of a brand that can be leveraged into powerful communications.
Kevin chose to pursue a career in advertising after hearing the famous line that advertising is “the most fun you can have with your clothes on.” He has worked at Campbell-Ewald, FCB and a number of other agencies. His media direction has had a positive influence on clients such as Microsoft, GroupHealth, AAA Washington, Noble House Hotels, Tullys, Qualcomm, Vans shoes and Vail Ski Resort. Kevin won two Effie Awards for campaigns that drove subscription growth for DirecTV. He has a third Effie for long-term effectiveness on AAA Washington. He leads the media department at DNA with the belief that an idea can change a company.
Greg has always loved building things, taking things apart and putting things back together. When computers and the Internet arrived, it was like an endless sandbox of opportunities to be creative; first, in the world of events and sponsorships at Momentum Event Marketing, leading promotions with the NFL and The Olympics, and with Renegade Marketing Group for Casio Electronics and IBM. Then Greg was recruited by Ogilvy-NY to work on IBM’s global business. Since then Greg has worked on global campaigns at some of the world’s best digital agencies, including RG/A and Digitas. As Director of Interactive, Greg oversees all digital strategy and execution and helps DNA and our clients build meaningful experiences.
Laura is a Washington native with over 15 years of experience in Finance and Administration. She has worked in many different industries ranging from small software start-ups to large publicly held companies. Four years ago she joined DNA as Controller. Today, as Director of Finance, she is responsible for day-to-day operations in all areas of Accounting and Human Resources.
Pete discovered his love for writing in first grade. By the time he reached middle school, he was putting on small-scale tragi-comedic plays for the sixth grade student body. With almost twenty years of experience as a copywriter and creative director under his belt, Pete has guided award-winning and highly effective campaigns for numerous national and regional clients. Pete writes and assists creative leadership with the belief that discovery and invention are the products of openness and collaboration. He has received nods from the British D&AD, Clio, Cannes, Archive and Seattle Show.
The path to a person’s heart isn’t through the head; it’s through the gut. You want to create loyalty? Give people something worth caring about. With these brands we made consumers think, feel and behave in substantially different ways in response to what would otherwise be highly undifferentiated products, services, and causes. If we can make people love an insurance brand or trust an IT company, anything is possible.