(Google search for DNA Seattle)
From the website:
Philosophy
"We believe that advertising is a business, not an art. However, advertising that approaches art (by virtue of its honesty, humor, insightfulness and/or its ability to make viewers think and feel) is more effective than 99% of what we all see every day.
We believe that brand building is not some separate activity that you can choose to do or not do. It’s a byproduct of being in business. It’s the sum of all your interactions with customers and prospects. Your only choice is to be intentional about it or not.
We believe that it’s possible to build sales in the near term while building a stronger brand in the long term. If that’s not how things are working, something is wrong.
We believe the best ideas are the result of really getting to know our clients and their business. So we do our best to cultivate close working relationships with the people we work for.
We believe that consumers are smarter than most advertisers give them credit for. They’re like your mom that way.
We believe that the Golden Rule has yet to be improved upon."
My Take
A simple, traditional, agency site about presenting the work and the gravitas of the people behind the work. Basically a show reel with a stack of bios.
DNA's Philosophy statement is decently written, but nothing ground-breaking. Like most traditional agencies you could pair it up with just about anyone's logo and it wouldn't feel "false". Just what exactly makes them unique?
I read a Adholes interview with Alan Brown that clearly shows they are thinking about what the agency of the future is all about. Just don't see any of that thinking here.
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