Independent agency takes Gold at Ad Age’s 2026 Small Agency Awards and Silver in the Media Campaign of the Year category for DUDE Wipes’ “The Big Dump”

Powers of Reasoning, the independent media agency founded by former holding-company executives, won Gold in the Media Agency of the Year category at the 2026 Ad Age Small Agency Awards, announced this week at Hudson Loft in Los Angeles. The agency also won Silver in the Media Campaign of the Year category for “The Big Dump,” its first-quarter media campaign for DUDE Wipes.

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Members of the Powers of Reasoning team, from left: Kate O’Brien, founder and CEO; Guilherme Falcão, creative director; Jenna Borucki, CFO; and Jason Jahn, CMO. Photo credit: Jordan Braun

The Ad Age honors follow three earlier national wins. In June, Powers of Reasoning received the Media Campaign of the Year award at the 2026 Digiday Media Buying and Planning Awards, and it earned Gold in Media and Silver in CPG & Food and Beverage at The Drum Awards for Marketing Americas.

“The Big Dump” ran nationally from January 1 through March 31, 2026, built on a single planning filter for the $300 million flushable-wipes brand: every placement had to be funny to earn its spot on the plan. First-quarter net revenue grew 46 percent year over year, with all-time monthly sales records in January, February and March as year-over-year growth accelerated from 35 percent to 46 percent to 60 percent.

“We built Powers to prove a small senior team with institutional-scale buying power could out-plan agencies many times our size,” said Kate O'Brien, founder and CEO of Powers of Reasoning. “The Big Dump is what that looks like: one quarter with three all-time sales records.”

The Small Agency Awards, presented annually by Ad Age, recognize independent agencies of 150 or fewer employees across size, discipline and campaign categories.

About Powers of Reasoning

Powers of Reasoning is an independent, women-led media and marketing agency based in New York. Founded by former holding-company executives, the agency manages more than $100 million in media for brands including DUDE Wipes, Myriad Genetics, Wheels Up, and Checkable, pairing senior-led account teams with PowerHouse, its proprietary planning, activation and measurement platform.

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We built Powers to prove a small senior team with institutional-scale buying power could out-plan agencies many times our size.