DNA Expands Strategy and Insights Offering

Seattle-based DNA is expanding its strategy and insights group with the addition of Dan Cabacungan in the new leadership role of Director of Strategy and Insights. In addition, DNA has also hired Becca Rubin as Brand Strategist, adding depth and breadth of experience to its growing team.

The hires come as DNA has added new assignments in branding and strategy from such clients as Tommy Bahama, Bergen County Parks, Columbia University Medical Center, Ben Bridge and Stolen Youth.

“Defining a unique and compelling position for a marketer has never been more important than it is today, especially considering the growing fragmentation of media and communication channels,” said Alan Brown, CEO of DNA. “Since our founding, this has been a sweet spot for DNA and Dan has extensive expertise in helping companies inspire passion in their customers by uncovering their true selves and developing experiences and communications that reinforce the brand at every touchpoint. He is a great addition to the agency.”

Cabacungan is joining DNA from Babcock & Jenkins in Portland, OR. He has held brand strategy roles at such agencies as McKinney & Silver, Fallon, and Liquid.  He has worked on a broad array of clients from Fortune 500 to challenger start-ups.

“I have known about DNA for a long time and always thought they did great work. But what really got my interest was discovering that they have very long tenured relationships with clients who have brands that perform very well in the marketplace. That shows a commitment on both the agency and client side that is hard to find,” explained Dan Cabacungan.  

With over a dozen years of experience in brand strategy, planning, and insights, Dan’s focus is in guiding businesses to discover what motivates their customers, defining a unique and compelling position and developing the experiences that reinforce the brand at every touchpoint. He has worked with such clients as Nordstrom, NASDAQ, Sony, LexisNexis, Intel, Agilent Technologies, Skype, Kenworth, and Virgin Atlantic.

Becca Rubin joins DNA from MullenLowe and prior worked at DigitasLBI and Arnold Worldwide. “Finding an agency in a different city, let alone coast, can be an overwhelming task – but from the beginning of the process DNA made me feel right at home. When I saw how smart and strategic the people were I knew I had to join the team.”