DNA Creates Installation to Share Love Message with Seattle

From the 26th floor of the Rainier Building on 5th Avenue in downtown Seattle, marketing agency DNA has wrapped its windows with a declaration that “Love Starts Here.” 

The Valentine’s Day message crosses over 28 windows across the agency’s south and west walls.

The installation was designed to make people smile but also to serve as the kick-off of the agency’s “Year of Love,” focus on helping businesses understand the value of building intentional relationships with their many different stakeholders.

“Trust is at an all time low in society – trust in government institutions, business and brands. And that’s a sad commentary on where we are today,” explained Chris Witherspoon, President and Chief Growth Officer at DNA. “But there is also an opportunity here for brands and businesses to step forward and be a force for good.  Consumers are seeking deeper engagements with the brands, products and services that are part of their lives. If the starting point is a relationship built on trust, then love will follow.”

DNA is investing in a series of proprietary research studies that will look at the ways in which brands build and foster love with their consumers and document the benefits of showing love versus chasing “likes.” The results will be shared during the Year of Love.

In commenting on the research, Dan Cabacungan, Director of Strategy at DNA said, “We believe in the mantra If you wish to be loved, love. There are countless ways to measure how much consumers love the brands they buy (or don’t), but those tend to assume brands are at the center of our experiences. In 2018, we want to look in the mirror and see what we can do to help brands show love, not just track it. We’ll be sharing consumer conversations about brands that love them, learning from the marketers who do it best, and creating an algorithm for marketers to reflect just how much love brands are showing to their customers.”

DNA has focused on helping its clients “uncover love” by identifying several pillars in building a trusting relationship: demonstrating shared values, authenticity and a focus on meeting the real needs of the customer.

“We believe that great marketing starts with an honest relationship and from there the attachment has the ability to elicit feelings of love – to be an emotional connection. And when you have this connection, the consumer becomes the ultimate partner in sharing the love,” noted Alan Brown, CEO of DNA. “If you start of the process with a little more humanity. A little more thought about the long term relationships. The end product will not only be better. It will have heart.”