DNA Named Agency of Record for Pabst Blue Ribbon

Pabst Brewing has named Seattle agency DNA as its creative agency of record for its namesake Pabst Blue Ribbon brand. In addition, the agency won Pabst’s media account for all brands in a competitive review.

'We're really happy to expand the relationship between Pabst and DNA.  They've been great partners over the last few years, in terms of delivering high quality, differentiated creative campaigns for Rainier,” said Nick Reely, VP of ,arketing for PBR. “Based on what they've been able to accomplish for us on that brand, and also how they've been to accomplish it - thru a deep understanding of culture and what drives audience affinities - it was an easy choice to give them a crack at Pabst Blue Ribbon as well.  We're confident that there are some major unlocks on the horizon, and that DNA will help us find the key.”

Over the past three-years, DNA has delivered award-winning and business building work for Pabst’s Rainier Beer and Seltzer and cult-favourite Dragon’s Milk Stout. The new assignments represent a significant expansion of the agency’s relationship with the famed American brand.

“There is nothing more rewarding than growing business with a client and having the opportunity to help them grow their brands,” said Chris Witherspoon, CEO of DNA. “We’ve made substantial investments in talent and resources that enable us to not only bring creative excellence, but best in class media capabilities as well. We are so excited by this growing partnership with Pabst and the chance to work on such a well-loved national brand like PBR.”

Last year DNA hired W+K media vet Alex Dobson as director of media and communications planning, a new senior leadership role at the agency. They have also added to their creative and media staff with other senior level hires.

At the beginning of 2021, DNA announced an ownership transition designed to keep Seattle’s fastest growing agency independent. Chris Witherspoon took on the role of CEO and Alan Brown was elevated to Chairman following their purchase of the majority of shares from co-founder Dan Gross.

DNA has racked up a series of awards over the past year in recognition of its work, its people and its growth. The agency was recently named one of the fastest growing companies in the Northwest by the Puget Sound Business Journal. It was named a Small Agency of the Year by AdAge, and Witherspoon was named to Campaign’s 40 Over 40 List.