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View AllA Conversation with DNA&STONE: Building a Future on Radical Empathy
Editor’s Note: In November 2025, ICOM member DNA&STONE was shortlisted as one of Adweek’s top five small agencies in the U.S.—a powerful recognition of their emotionally driven, independent approach to creative work. But the story doesn’t 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.
In a landscape where boldness often hides behind buzzwords, Seattle-based ICOM member DNA&STONE stands out by leading with something more powerful: radical empathy. Recently shortlisted by Adweek as one of the top five small agencies in the U.S. for 2025, DNA&STONE didn’t walk away with the trophy, but they gained something just as significant: validation of their deeply human approach.
We caught up with the agency to talk about what’s next—because for DNA&STONE, being recognized isn’t the destination. It’s the launchpad.
Vulnerability, On Purpose
In an industry often guided by caution, DNA&STONE leans into what many avoid: emotional honesty. Their philosophy of “radical empathy” is a strategic advantage.
“Clients come to us for work that cuts through,” they explain.
Radical empathy helps them feel safe enough to go somewhere deeper. It’s more dangerous to play it safe than to take a risk on work that actually connects.
That belief has driven award-winning campaigns for clients like Aegis Living (a senior living and memory care company), Seattle Children’s Hospital, and Rover. And it continues to drive the agency forward.
Independence with Integrity
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.
“The past year made it more clear than ever: holding companies are becoming tech companies—ruthless machines chasing shareholder returns,” they say. “Independent agencies are human companies. We lead with creativity, relationships, and personal integrity—in service of our people and our clients.”
That ethos is exactly what makes independent agencies relevant, but also essential, and a belief ICOM proudly shares.
Diversity as a Creative Tool
Internally, DNA&STONE lives the values they bring to clients. Their team reflects a wide range of lived experiences—and that’s by design. Through what they call “empathetic resourcing,” the agency builds project teams around emotional relevance.
Whether it’s 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’s model is about creating resonance, going beyond key metrics to deliver work that truly connects.
The Work that Moves
Among recent standouts, the agency is particularly proud of their new campaign for NBC News. Titled Reporting for America, the project began as a rebrand but evolved into something far more powerful: a national platform for civility.
The campaign sparked Common Ground, a new NBC initiative pairing public figures across political divides. “It’s becoming a real cultural force, and that’s the kind of work we’re here to do,” the agency shares.
Looking Ahead
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’s always been true: leading with empathy is brave, but it’s also brilliant.
As the agency looks to the future, they remain grounded by a simple truth that success is never static.
As one ICOM peer told them, “This too shall pass.” That’s their reminder to never take for granted what they’ve achieved and to constantly be pushing forward to evolve and grow.
