Pabst Brewing has named Seattle agency DNA as its new media agency for all brands after a formal review. Stagwell’s Assembly was the incumbent. DNA was also awarded creative AOR duties for the Pabst Blue Ribbon brand.
In addition to its Blue Ribbon flagship brand, other brands in the Pabst portfolio include Old Milwaukee, Colt 45, Rainier Beer, Rainier Seltzer and Dragon’s Milk Stout among others.
The latest media and creative assignments represent a major extension of the agency’s remit with the company. DNA has been the creative agency for the Rainier and Dragon’s Milk lines for the last three years.
Pabst’s annual media expenditures are estimated at $1 million by agency research firm COMvergence. About $600,000 is allocated to digital channels.
Last year DNA hired Wieden + Kennedy media veteran Alex Dobson as director of media and communications planning, a new senior leadership role at the agency. The shop has also recently added several other senior level media and creative hires.
At the beginning of 2021, DNA announced an ownership and management transition. 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.
Other agency clients include Amazon, BECU, Tableau, Golden 1 Credit Union, Kaiser Permanente, Pabst, PlayMagnus, and Puget Sound Energy.