Anyone who has spent time with David & Goliath founder David Angelo knows there is no shortage of passion for his work. But Angelo is also – if not more – dedicated to a higher goal. The non-profit organization Today i am brave, Angelo’s Idea, began with a message of hope for the children of Sierra Leone and grew to empower people to overcome any kind of challenge.
This spirit of unity and empathy also permeates the agency’s work. Korean automaker Kia, for example, has used the last two Super Bowls to prioritize philanthropy. Internally, Angelo appointed Tiffany Persons as the very first Empathy Director of the Innocean-supported store following last summer’s toll with systemic racism—And Angelo faces tough comments from the advertising community after an appearance at the inaugural Allyship & Action Summit.
“What I learned from experience is that people were looking for concrete action steps, and rightly so,” Angelo told Adweek at the time, giving an overview of his intentions.
Today, to advance D&G’s goals, the agency launched a new Creative Impact Center to inspire more social responsibility and sustainability. Blake Winfree, former group creative director at Havas Chicago, has been appointed head of social impact. Ben Purcell, a 21-year D&G veteran, was elevated to Creative Director to see the vision through.
“Our goal is to build on our existing goal-driven agency model, reinventing or creating a new standard for the industry,” said Angelo, who is also Creative President of D&G. “[It’s] a standard that breaks the creative barriers of industry similarity and focuses on authentic and lasting impact.
‘Every brand has a soul’
Basically, Winfree and Purcell will oversee the agency’s creative department and work together with all existing clients to further align missions, goals and values to drive measurable actions.
“Every brand has a soul,” Winfree said, noting that taking a neutral stance can sometimes not be in a company’s best interests and consumers demand accountability. “And we know there is a direct correlation between a brand’s shared values and profitability and affinity that leads to positive actions and behaviors.”
Agreeing that the process of getting brands to focus on their goal does not happen overnight, Winfree noted that success, measured by required KPIs, requires the agency to help its existing customer base while attracting new customers. like-minded brands.
“We need to lead by example,” said Winfree, who also spent time at MullenLowe as vice president and creative director, founding that agency’s 25Forty Project to increase diversity in the industry. “[Angelo] has done an incredible job putting action in his intention ”with the hiring of people and the foundation built by Today, I’m Brave. “We can build on that momentum to get solid examples of how the Creative Impact Center can work.”
Even though the agency has been around for more than two decades, Purcell said it still acts as a challenger brand, and the new setup is meant to further crystallize D & G’s vision.
“It’s something we’ve been building for a while. It’s not something we just activated, ”said Purcell, who has worked at D&G since its inception in 2000.
There is a precedent of success with the agency’s goal-driven model: Kia helped raise over a million dollars for youth homelessness during last year’s Super Bowl and funded a scholarship in 2019. Additionally, working for the Stacy chip brand created awareness and action around women-founded businesses.