{"id":5342,"date":"2026-01-27T06:59:27","date_gmt":"2026-01-27T11:59:27","guid":{"rendered":"https:\/\/icomagencies.com\/?post_type=news&p=5342"},"modified":"2026-01-27T07:05:43","modified_gmt":"2026-01-27T12:05:43","slug":"a-conversation-with-dnastone-building-a-future-on-radical-empathy","status":"publish","type":"news","link":"https:\/\/icomagencies.com\/news-press\/a-conversation-with-dnastone-building-a-future-on-radical-empathy\/","title":{"rendered":"A Conversation with DNA&STONE: Building a Future on Radical Empathy"},"content":{"rendered":"\n

Editor\u2019s Note: <\/strong>In November 2025, ICOM member DNA&STONE was shortlisted as one of Adweek\u2019s top five small agencies in the U.S.\u2014a powerful recognition of their emotionally driven, independent approach to creative work. But the story doesn\u2019t stop there. In this exclusive conversation, DNA&STONE reflects on what fuels their success, why radical empathy is their superpower, and how independence, diversity, and purpose are shaping their path forward<\/em>.<\/p>\n\n\n\n

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In a landscape where boldness often hides behind buzzwords, Seattle-based ICOM member DNA&STONE<\/a> stands out by leading with something more powerful: radical empathy. Recently shortlisted by Adweek<\/a> as one of the top five small agencies in the U.S. for 2025, DNA&STONE didn\u2019t walk away with the trophy, but they gained something just as significant: validation of their deeply human approach.<\/p>\n\n\n\n

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We caught up with the agency to talk about what\u2019s next\u2014because for DNA&STONE, being recognized isn\u2019t the destination. It\u2019s the launchpad.<\/p>\n\n\n\n

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Vulnerability, On Purpose<\/h2>\n\n\n\n

In an industry often guided by caution, DNA&STONE leans into what many avoid: emotional honesty. Their philosophy of \u201cradical empathy\u201d is a strategic advantage.<\/p>\n\n\n\n

\u201cClients come to us for work that cuts through,\u201d they explain.<\/p>\n\n\n\n

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Radical empathy helps them feel safe enough to go somewhere deeper. It\u2019s more dangerous to play it safe than to take a risk on work that actually connects.<\/p>\n<\/blockquote>\n\n\n\n

That belief has driven award-winning campaigns for clients like Aegis Living<\/a> (a senior living and memory care company), Seattle Children\u2019s Hospital<\/a>, and Rover<\/a>. And it continues to drive the agency forward.<\/p>\n\n\n\n

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Independence with Integrity<\/h2>\n\n\n\n

As one of the top small agencies recognized nationally, DNA&STONE sees the shortlist both as a milestone and a reflection for what it means to be independent.<\/p>\n\n\n\n

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\u201cThe past year made it more clear than ever: holding companies are becoming tech companies\u2014ruthless machines chasing shareholder returns,\u201d they say. \u201cIndependent agencies are human companies. We lead with creativity, relationships, and personal integrity\u2014in service of our people and our clients.\u201d<\/p>\n\n\n\n

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That ethos is exactly what makes independent agencies relevant, but also essential, and a belief ICOM proudly shares.<\/p>\n\n\n\n

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Diversity as a Creative Tool<\/h2>\n\n\n\n

Internally, DNA&STONE lives the values they bring to clients. Their team reflects a wide range of lived experiences\u2014and that\u2019s by design. Through what they call \u201cempathetic resourcing,\u201d the agency builds project teams around emotional relevance.<\/p>\n\n\n\n

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Whether it\u2019s a campaign on teen suicide prevention led by Gen Z creatives or memory care messaging shaped by team members navigating those life stages themselves, DNA&STONE\u2019s model is about creating resonance, going beyond key metrics to deliver work that truly connects.<\/p>\n\n\n\n

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The Work that Moves<\/h2>\n\n\n\n

Among recent standouts, the agency is particularly proud of their new campaign for NBC News<\/a>. Titled Reporting for America, the project began as a rebrand but evolved into something far more powerful: a national platform for civility.<\/p>\n\n\n\n

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The campaign sparked Common Ground, a new NBC initiative pairing public figures across political divides. \u201cIt\u2019s becoming a real cultural force, and that\u2019s the kind of work we\u2019re here to do,\u201d  the agency shares.<\/p>\n\n\n\n

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Looking Ahead<\/h2>\n\n\n\n

Recognition may have put DNA&STONE on the radar for some, but for those who know them, like many across the ICOM network, it simply confirms what\u2019s always been true: leading with empathy is brave, but it\u2019s also brilliant.<\/p>\n\n\n\n

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As the agency looks to the future, they remain grounded by a simple truth that success is never static.<\/p>\n\n\n\n

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As one ICOM peer told them, \u201cThis too shall pass.\u201d That\u2019s their reminder to never take for granted what they’ve achieved and to constantly be pushing forward to evolve and grow.<\/p>\n","protected":false},"featured_media":5344,"template":"","news_category":[17],"class_list":["post-5342","news","type-news","status-publish","has-post-thumbnail","hentry","news_category-news"],"acf":[],"yoast_head":"\nA Conversation with DNA&STONE: Building a Future on Radical Empathy - ICOM<\/title>\n<meta name=\"description\" content=\"ICOM Member Spotlight: Seattle-based agency DNA&STONE on Radical Empathy, Independence, and What Comes Next.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/icomagencies.com\/news-press\/a-conversation-with-dnastone-building-a-future-on-radical-empathy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Conversation with DNA&STONE: Building a Future on Radical Empathy - 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