What DNA&STONE does

DNA&STONE is a Seattle-headquartered, full-service creative advertising agency formed from the 2024 merger of two independent Seattle shops, DNA and Little Hands of Stone, and operating in its first full year as a combined entity in 2025. The agency delivers brand strategy, integrated campaign development, media planning, design, and content production across broadcast, digital, outdoor, and social channels, and frames its work around a "radical empathy" methodology that takes on client and cultural pressures as its own. Its enterprise and mid-market client roster spans media (NBC News), pet care (Rover), beverage (Pabst), senior living (Aegis Living), healthcare (Providence Swedish, Seattle Children's Hospital), financial services (Municipal Credit Union, BECU), and nonprofit/social-impact work (Stolen Youth, Backpack Brigade, The More We Love, King County Prosecutor's Human Trafficking Unit). The agency is privately held and founder-led by Michael Boychuk, Chris Witherspoon, Alan Brown, and Matt McCain; it raised no disclosed external capital, generated award-visible outcomes in its debut year (AdAge Small Agency of the Year NW Silver, Adweek Small Agency of the Year National Top 5, National ADDY, EFFIE, Fast Company World Changing Idea), and operates as part of the ICOM global network of independent agencies with offices in Seattle and Chicago. Revenue is generated through custom-quoted professional-services engagements (project-based work, retainers, media spend), with no public pricing, retention or upsell mechanic, or technology platform disclosed — the business is a relationship-driven creative practice rather than a software/SaaS-enabled model.

Name

DNA&STONE

Legal name

DNA&STONE

Website

https://dnaandstone.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

DNA&STONE is a Seattle-headquartered, full-service creative advertising agency formed in 2024 from the merger of DNA and Little Hands of Stone, serving enterprise and nonprofit clients across media, healthcare, financial services, and consumer brands with brand strategy, integrated campaigns, and content production anchored in a "radical empathy" methodology.

Ownership category

akta.pro rank

Product category

Advertising Services

akta.pro primary industry

Packaging & Brand Identity Creative Agencies (MPAAAAAN)

Keywords

• Creative advertising services
• Brand strategy campaigns
• Integrated marketing communications
• Advertising agency services
• Campaign creative production

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Creative Agency Services: DNA&STONE generates revenue by providing full-service creative and advertising services to clients including brand strategy, campaign development, integrated media planning, and content production. Services are delivered across broadcast, digital, outdoor advertising, and social channels.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

DNA&STONE is a full-service creative advertising agency that develops brand strategy, integrated marketing campaigns, and creative content for enterprise clients across broadcast, digital, social, and out-of-home channels. The agency operates on a 'radical empathy' methodology, producing emotionally resonant campaigns that drive measurable business outcomes for clients in financial services, healthcare, consumer brands, and social impact sectors.

Product overview

DNA&STONE is a full-service creative advertising agency formed from the merger of DNA and Little Hands of Stone, leading with 'radical empathy' as its core methodology. The agency operates a portfolio of campaign services organized by client and initiative, including brand campaigns for NBC News, Aegis Living, Municipal Credit Union, Pabst, Rover, BECU, and Providence Swedish; public service campaigns addressing gun safety, anti-sex-trafficking (Poison The Fantasy, Project Sugar Free), and community initiatives (Black Black Friday). The agency also produces thought leadership content and industry research, such as studies on gender pay equity in advertising.

Differentiator

Problem solved

Functional benefit

Products and services

• NBC News: Reporting For America Brand campaign for NBC News aimed at rebuilding trust and viewership, achieving #1 Nielsen rating for first time in six years and +8.5% aided brand awareness among non-NBC viewers.
• Aegis Living: Aging is Life Senior living brand campaign reframing aging as a bittersweet shared experience for Aegis Living; National ADDY award winner delivering +9% operating income, +8% rental rate, and +64% weekly sales leads.
• MCU: We're Here for It Credit union brand campaign for Municipal Credit Union targeting NYC residents; generated 94M impressions in six weeks and membership applications tracking 15% ahead of goal; Reggieys Award winner for Best Challenger Brand and Creative Effectiveness.
• Pabst: This is the Place Brand revamp campaign for Pabst positioning the brand as a soul-replenishing respite for young people; generated 1.4B earned media impressions worth $15MM and +6% sales increase YOY.
• Rover: To My Hooman Pet care brand campaign for Rover achieving 290,000 annual customer bookings, +83% YouTube conversion rate, +74% linear TV response rate, and +30% quarterly revenue increase.
• BECU: Spokane Credit union market entry campaign for BECU targeting Spokane market, with membership growth pacing 17% above goal year-to-date.
• Seattle Children's: Gun Safety PSA Public service campaign for Seattle Children's Hospital addressing gun safety; partnered with a firearm storage brand to distribute 4,500+ safe storage devices across Washington.
• Stolen Youth: Project Sugar Free Anti-sex trafficking PSA for Stolen Youth using AI to intercept predatory social media posts; intercepted 15,000+ digital conversations, identified 90 exploiters with 25% deplatformed; EFFIE Award and Fast Company World Changing Idea winner.
• Providence Swedish: Now Is Everything Healthcare campaign for Providence Swedish Cancer Institute achieving best cost-per-web-visit performance in the health system's history, 6.2M video views, 66% video completion rate, and 230K landing page visits.
• Black Black Friday Community commitment initiative supporting Black-owned businesses during Black Friday; generated 250,000 discount cards sold, 60% increase in sales at Black-owned businesses, and 200M impressions.
• Poison The Fantasy Anti-sex-trafficking PSA campaign confronting demand directly through multi-channel approach spanning broadcast, digital, and outdoor advertising targeting traveling sex buyers ahead of major US championship soccer events.

Quantifiable outcome

• +30% quarterly revenue increase for Rover
• +5 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• The More We LovecoreStrategic or Co-development Partner · 11 June 2026Non-profit partner in Poison the Fantasy anti-sex-trafficking PSA campaign. The More We Love works with DNA&STONE on the pro bono campaign targeting traveling sex buyers with messages about exposure, family fallout, and legal consequences ahead of US championship soccer events.
• ICOMcoreStrategic or Co-development PartnerGlobal network of independent agencies that share ideas, talent, and capabilities around the world. DNA&STONE is part of this network, enabling expanded global reach and collaboration on international projects.
• BLAC InternshipcoreStrategic or Co-development PartnerCollective of independent agencies that recruits and trains the next generation of Black talent in advertising. DNA&STONE co-founded this initiative; Chris Witherspoon serves as board chair since inception.
• Project VioletcoreStrategic or Co-development PartnerDNA&STONE created the only LGBTQ+ mentorship network in the agency industry - connecting agency industry leaders with queer talent, building support system for inclusive and brilliant work environment.
• Come Out To WorkcoreStrategic or Co-development PartnerInitiative started by Co-Founder Alan Brown that creates work cultures where LGBTQ+ talent can feel safe being out and authentically themselves at work.
• Stolen YouthcoreStrategic or Co-development PartnerPartner organization for Project Sugar Free - initiative using AI to intercept predatory social media posts and protect kids from sex trafficking. Project won EFFIE Award and Fast Company World Changing Idea recognition.
• Seattle Children's HospitalcoreStrategic or Co-development PartnerDNA&STONE partners with Seattle Children's on series of provocative PSA projects tackling urgent issues facing children and families including suicide, gun safety, and opioid abuse.
• Backpack BrigademinorStrategic or Co-development PartnerNon-profit partner for Hungry Weekend social campaign raising funds and awareness for ending weekend hunger among food-insecure children in Washington. DNA&STONE founders experienced simulated hunger which increased donations benefiting over 1,600 children.
• Firearm Storage BrandminorChannel Partner/ Reseller/ DistributorPartnership for Gun Safety PSA campaign - DNA&STONE partnered with a firearm storage brand to offer discounts on quick-access lock boxes, distributing 4,500+ safe storage devices across Washington.
• King County Prosecutor's Human Trafficking UnitminorStrategic or Co-development PartnerLaw enforcement partner providing expertise and warnings that major international sporting events typically drive spikes in sex trafficking and sex tourism. Served as advisory partner for Poison the Fantasy campaign.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Anomaly: Anomaly is an independent, full-service creative agency known for challenger-brand strategy and integrated campaigns across consumer and enterprise categories. Like DNA&STONE, it competes for brand-strategy and creative mandates without holding-company ownership, and targets similar enterprise and challenger-brand client profiles.
• Mekanism: Mekanism is an independent creative agency that pairs brand storytelling with measurable business outcomes for consumer and B2B clients. Its positioning around cultural relevance and integrated content production closely mirrors DNA&STONE's 'radical empathy'-led, full-service creative model.
• Opinionated: Opinionated is a Portland-based independent creative agency serving challenger and enterprise brands with brand strategy and integrated campaigns. Geographic proximity (Pacific Northwest) and similar independent positioning make it a direct competitor for regional enterprise mandates.
• Mother: Mother is an independent, globally-networked creative agency serving major consumer and enterprise brands with brand-led, culture-forward campaigns. Its independent network structure and emphasis on distinctive creative for large brands parallels DNA&STONE's ICOM-affiliated, full-service positioning.
• Arts&Science: Arts&Science is an independent creative agency offering brand strategy, advertising, and integrated content production for enterprise clients. Its mid-size independent profile and brand-led approach overlap with DNA&STONE's enterprise-focused full-service model.
• Preacher: Preacher is an Austin-based independent creative agency known for challenger-brand campaigns and culture-driven work for enterprise and emerging brands. Its independent structure and focus on bold creative for category leaders aligns with DNA&STONE's enterprise and challenger-brand emphasis.
• Tombras: Tombras is an independent, full-service creative agency delivering brand, media, and content for enterprise clients across categories. Its independent ownership and full-service delivery model make it a structural comparable to DNA&STONE's enterprise-focused creative offering.
• Joan Creative: Joan Creative is an independent creative agency known for culture-first, attention-grabbing campaigns for consumer and enterprise brands. Its mid-size independent profile and creative-led enterprise positioning make it comparable to DNA&STONE's approach.
• Erich & Kallman: Erich & Kallman is an independent creative agency that builds brand platforms and integrated campaigns for challenger and enterprise brands. Its independent, creative-led model and emphasis on effectiveness-focused work parallels DNA&STONE's positioning.

Broad incumbents

• Droga5: Droga5 is a global, award-winning creative network (now part of Accenture Song) serving major enterprise brands with brand strategy and integrated campaigns. As a scaled incumbent operating across categories, it competes for the same Fortune 500 enterprise mandates DNA&STONE targets (NBC News, Pabst).

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks2 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dnastone
• Instagraminstagram.com/dnaandstone
• Xx.com/dnaandstone
• Facebookfacebook.com/DNAandSTONE

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DNA&STONE