DNA Seattle Joins Global Agency Network ICOM

DNA Seattle is the newest member of ICOM, a global network of more than 80 independent advertising agencies, including Chicago-based Cramer-Krasselt, Alabama-based Lewis Communications, Viva Partnership of Miami and The Phelps Group of LA.  

The network enables independent shops to benefit from a network of like-minded companies to share resources, best practices and capabilities. 

Member shops are encouraged to develop on-going relationships with other member agency owners like themselves in a non-competitive environment. There is strength in numbers. The network's gross income exceeds $500 million.  

"We’ve been considering such a move for several years, and have had numerous conversations with ICOM and some of their west coast agencies to make a final decision," says Alan Brown, CEO, DNA. "Understanding the strength and benefits of being part of ICOM were critical to our decision, and having a strong, growing, creatively-driven agency in Seattle was important to ICOM."  

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Still, the agency doesn't necessarily see this move as a way to counteract the power and reach held by holding company networks, such as Omnicom or Publicis. "This really isn’t to battle the global holding company powers," says Brown. "We see this as a chance to have access to national and international knowledge and experience, and access to potential clients. However the biggest reason for our decision was to tap into the collective wisdom of other independent agency owners and managers, and by working together to strengthen the independent agency offering." 

For its part, the network was attracted to the agency's location and talent. “We have been looking to add an independent agency in Seattle to our network for years, because it is such a great location given the large number of global businesses that are based in the market and the independent spirit of the region,” said Emma Keenan, executive director of ICOM. “We have been talking with DNA for some time and are very excited they will be part of the growing ICOM group.”

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