DNA&STONE Grabs Ad Age Silver, Proving Bold Creative and Radical Empathy Still Win

In a landscape crowded with cookie-cutter campaigns and corporate-safe messaging, DNA&STONE is making a name for itself by refusing to flinch. The Seattle-based agency just took home Silver in Ad Age’s Small Agency Awards (Regional Northwest)—a major industry nod to its creative chops, strategic smarts, and meteoric rise just months after launching.

Formed earlier this year from the merger of two independent standouts—DNA and Little Hands of Stone—the new entity has wasted no time proving that when differences come together with purpose, magic happens. And apparently, the judges at Ad Age agree.

“Their growth strategies, smart expansion of capabilities and new-business acumen prove that these agencies are adapting and thriving,” said Judann Pollack, Executive Editor at Ad Age, capturing the spirit behind the win.

Not Just a Merger—A Movement

The DNA&STONE model is simple but powerful: go where the real emotions are. In a world of polished branding, they chase human truth—empathy over ego. It’s a risky approach, but the payoff is evident in both results and recognition.

In under a year, DNA&STONE has attracted an impressive client roster including BECU, Municipal Credit Union, Purina, Freshworks, and Providence Health. And they’re not just landing logos—they’re making work that resonates.

Campaigns That Cut Deep

Take “Aging is Life” for Aegis Living, or “Frends All Over” for Rover. These aren’t just clever taglines—they’re campaigns that sparked real conversations. Perhaps most powerful is “SCARY NOT SCARY QUESTION,” a suicide prevention initiative for Seattle Children’s Hospital that dared to ask what others wouldn’t—and saw engagement, awareness, and web traffic surge as a result.

This kind of emotional intelligence is no accident. Radical empathy is more than a talking point for DNA&STONE; it’s a core operating system.

“We aim to understand people and our clients better than anyone,” said Chris Witherspoon, Co-Founder of DNA&STONE. “We’ve always let the work speak for itself, but getting this kind of recognition from our peers is incredibly meaningful.”

More Than the Work: Building Inclusive Industry Futures

While the headlines are focused on campaigns, DNA&STONE is also shaping the industry from within. The agency is a founding board member of BLAC, a paid internship program for emerging Black creatives, and the creator of Project Violet, the ad world’s only mentorship program for LGBTQ+ talent.

These aren’t side projects—they’re central to the agency’s identity and proof that creative excellence and social responsibility can go hand in hand.

Why It Matters

DNA&STONE’s win reflects a broader trend in the industry: independent agencies with a clear point of view and authentic voice are winning big. In an era of in-housing, AI content churn, and fractional marketing leadership, brands want partners who can cut through the noise with truth, heart, and unflinching clarity.

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