PBR Picks DNA as Its Creative Agency of Record

By Kyle O'Brien 

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

Over the past three years, DNA has delivered work for Pabst’s Rainier Beer and Rainier Seltzer, along with cult-favorite Dragon’s Milk Stout. The new assignments represent a significant expansion of the agency’s relationship with the brewing company.

“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 marketing for Pabst, in a statement. “Based on what they’ve been able to accomplish for us on that brand and also how they’ve been to accomplish it—through 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.”


DNA takes over media for Pabst from MDC Partners, which won the business in 2020. The PBR creative account has been with 72andSunny Los Angeles since 2020.

“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, in a statement. “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 Wieden+Kennedy media vet Alex Dobson as director of media and communications planning, a new senior leadership role at the agency. The agency has also added to its creative and media staff with other senior level hires.

At the beginning of 2021, DNA announced an ownership transition, with Witherspoon taking on the CEO role and Alan Brown being elevated to chairman following their purchase of the majority of shares from co-founder Dan Gross.