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DNA Creates | Agency Profile, Contacts, AOR, Client Relationships

Service: design firm

Main Telephone
Primary Address
900 East Pine Street
Suite 202
Seattle, WA 98122

DNA Creates Contacts

Contacts (5/16)
Name Title State
Chris W. President & Chief Executive Officer WA
Sample of Related Brands
Email: *****@*******.***
Main Phone: (206)-770-9615
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 900 East Pine Street
Suite 202
Seattle, WA

Alex C. Chief Financial Officer WA
Dan G. Principal & Executive Creative Director WA
Alan B. Co-Founder & Chairman WA
Caroline B. Business Practice Lead WA

Client Relationships

Brand Service From To Media Spend
**** Branding & Identity *
*** ****** ******* ***** Creative *
****** ****** ** ******** Branding & Identity *
***** ******* ******* Media Buying, Media Planning, Creative *

See Winmo sales intelligence in action


Male Millennial Midwest Opps: Pabst Blue Ribbon launches first initiative from new AOR (Score 38)

DNA Seattle takes viewers on tours of the rooms. Campaign ads are running in 17 Midwest markets, all of which reportedly have high concentrations of PBR drinkers. If the effort goes well, the brand will likely invest in similar experiential initiatives in other states, especially in other Midwest states.

According to iSpot, PBR hasn't utilized national TV since allocating approximately $2.7k in 2021. It did not utilize this channel in 2020. Last year's ads aired during PBA Bowling.

So far this year, Pathmatics reports that Pabst (this includes its portfolio of brands) has spent roughly $2.6m on digital ads, down 13% from the roughly $3m spent by this point last year. In 2021, the company spent about $4.2m on this channel after having spent 17% more, about $4.9m, in 2020. Pabst has earned around 312.5m digital impressions YTD via Facebook (57%), Instagram (28%) and desktop video/YouTube (15%) ads. 

As I briefly mentioned, this new initiative will appeal to male millennials. Most Pabst fans are men, and millennials tend to engage well with nostalgia marketing (more here). Since the company is investing in localized ad space in the Midwest, I tagged the region in this article. Per Kantar data, Pabst also invests in print (newspapers), OOH and local broadcast.

Agency & martech readers - DNA Seattle became the creative AOR for PBR and the media AOR for all Pabst brands in March, so get in touch soon to offer PR, digital analytics and/or social media management services. You may also have a shot at creative work for Pabst's other (non-PBR) brands.