Seattle-based DNA&STONE, an ICOM member agency, has captured Ad Age's Small Agency of the Year Northwest award just months after completing a strategic merger that combined two complementary creative forces. The recognition highlights the agency's "radical empathy" approach and emotionally direct work that builds trust and breaks barriers.
The Ad Age Small Agency Awards recognize standout independent agencies with up to 150 employees that deliver both exceptional creative work and strong business results. This year's winners were selected from hundreds of entries representing the world's most innovative independent agencies, with Ad Age editorial staff evaluating business momentum, creative excellence, and future growth strategies.
DNA&STONE's swift recognition comes after merging DNA, a 27-year Seattle institution, with Little Hands of Stone, the region's most recognized creative boutique. The combined agency impressed judges with campaigns that demonstrate their commitment to authentic storytelling and diverse perspectives.
Three standout campaigns contributed to the win: the "Aging is Life" campaign for Aegis Living, which recently earned a National ADDY Award; "Scary Not Scary" for Seattle Children's Hospital; and "Friends All Over" for Rover.com. Each project exemplifies DNA&STONE's approach of connecting deeply with cultural truths and human experiences.
"We attend the Ad Age Small Agency conference every year and always gain valuable insights from spending time with the incredibly supportive small agency community," said Michael Boychuk, Founder. "As a newly-merged agency, it was pretty extraordinary to stand on stage with other small agencies we admire immensely."
The judges specifically recognized DNA&STONE's dedication to diversity, equity, and inclusion, celebrating the agency's commitment to building a diverse workplace that honors each individual's unique contributions.
"This recognition validates what happens when agencies combine complementary strengths with clear purpose," said Emma Keenan, ICOM President & CEO. "DNA&STONE's merger created something greater than the sum of its parts, a perfect example of how independent agencies can evolve strategically while maintaining their authentic voice and creative integrity."
The award positions DNA&STONE for continued growth, with the agency already seeing new client opportunities and expanded project scope following the recognition.
Looking ahead, DNA&STONE remains committed to their philosophy of never flinching from difficult emotional territories. "We're the creative agency that doesn't flinch for brands that go there," explained the team. "This means dealing in real emotion and having the confidence to explore spaces that most people turn away from."
The agency has developed proprietary AI tools to enhance research and insights, helping them move "from zero to one" more efficiently. However, they maintain that human connection remains irreplaceable. "AI can help along the way, but it can't replace the human connection required to achieve radical empathy," they noted. "When you let yourself feel what your consumer feels and take on your client's pressure as your own, it becomes real."
The award positions DNA&STONE for continued growth, with the agency already seeing new client opportunities and expanded project scope following the recognition.