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David&Goliath Introduces the "Defiance Club"


October 3, 2013 - El Segundo, CA

David Angelo, Founder and Chief Creative Officer of creative agency David&Goliath (D&G), today announced the launch of the "Defiance Club," an agency initiative that allows employees to defy their personal challenges (a.k.a. Goliaths), no matter how big or small, with the financial and moral support of the agency to help them succeed.

The idea for the Defiance Club came from the notion of truly living one's brand while inspiring others to do the same. Angelo set the tone for the agency with an experience he'll never forget: Sleeping on the rat-infested streets of downtown LA's skid row for a night as part of a program put on by nonprofit charity organization Covenant House called "Sleep Out." The event, which takes place nationwide once a year, has community and business leaders sleep outside in support of Covenant House's mission and to raise awareness and funds that will help get homeless kids off the streets.

"It re-energized the idea that powers our agency and everyone involved with it: The idea that we can take on our fears and conquer our Goliaths," said Angelo. "My hope is that the Defiance Club will inspire people to believe, even beyond the agency. When we take on our Goliaths, it frees us up from tradition and obstacles that hold us back from our true potential. The byproduct is bigger and better thinking for all of our clients. It also keeps us all focused on truly living our brand 24/7."

The Defiance Club is rooted in the agency's Brave philosophy and takes its infamous Wall of Goliaths -- a wall in the lobby that features framed pictures of every employee's fear as a reminder of what they want to overcome in their personal lives -- to new levels. Employees can participate in the Defiance Club in two ways, either by submitting for a Major Goliath or a Day Goliath. Major Goliaths are meant to be very large scale, with important personal and philanthropic implications. A Major Goliath entails up to two weeks of paid time off to conquer that Goliath. Day Goliaths are endeavors that can be accomplished in a single day. In addition to individual employee submissions, D&G has also implemented agency-wide efforts such as its Defy Waste campaign that encouraged employees to switch from paper cups to reusable Defiance Club mugs.

Two employees have participated in the Defiance Club to kick off the initiative. Their stories, outlined below, can also be found on the website, which will be updated as new Defiance Club members conquer their challenges.

Jonathan's Goliath: Selfishness

Jonathan Carpio, assistant producer and an avid surfer, describes his Goliath of Selfishness: "As surfers, we're inherently selfish. You have to be selfish if you want to catch a wave -- if you're not, you'll be waiting in line to shoot the curl as the sun burns away. Because of this aspect of the surfing lifestyle, selfishness has moved from time on the waves to permeating my daily life."

Through his connection with Greco Surf -- a company that sells surfboards all over the world -- Jonathan decided to give back by flying to Luzon, Philippines to build houses for a small community in need. Jonathan tapped Greco's founder and owner Todd Greco, who is also founder of Da G Surf Ministry, a non-profit organization that helps local communities, to help tackle his challenge. Together they assembled a team to build three homes and, through the Defiance Club, D&G donated money to build an additional house -- each house providing shelter for a family of six children. A video of the experience can be viewed here.

"Coming back from this trip, I realized it's more joyful to be surfing after helping out first and surfing second," said Jonathan. "Seeing the faces of a family who, for the first time in their lives, are going to be able to live through typhoon season with a roof over their heads was life changing. It makes it very clear what the Defiance Club is all about. Defying selfishness is not something that ends with this trip. But I hold experiences like this close to my heart as I continue to try and defy my Goliath every single day, twenty-four seven."

Rocio's Goliath: Crohn's Disease

When Rocio Castrillon, management supervisor, was diagnosed with Crohn's Disease in 2008, a new Goliath entered her life: To help find a cure and fight the power of the disease to control her life, one step at a time, one foot in front of the other...Literally. Rocio signed up for Team Challenge, the Crohn's and Colitis Foundation of America's (CCFA's) training program, which launched her onto a path of running three half-marathons and raising over $10,000 over the next four years.

With the help of the Defiance Club, Rocio recently participated in the CCFA's Take Steps for Crohn's & Colitis Walk. The walk -- which takes place across the country -- is an opportunity for family, friends, coworkers and the community to come together, promote awareness and help fund a cure for a cause. Rocio's team, "Quit Your Crohning," along with funds donated by the Defiance Club, exceeded fundraising expectations, and Rocio was recognized as the Top Individual Fundraiser for the Orange County walk. In addition, as a Crohn's Disease patient, Rocio was named a 2013 Honored Hero for her involvement with the CCFA, as well as serving as an inspiration and motivation for other patients suffering from Crohn's Disease and Ulcerative Colitis.

"The actions of the Defiance Club are just a small part of my journey with Crohn's Disease," said Castrillon. "But the assistance they provided, helping to empower the cause while I battle my Goliath every day, illustrates perfectly how D&Gers do what they fear and watch it disappear."

About David&Goliath
David&Goliath is a full-service, independent creative agency based in Los Angeles. Founded in 1999, David&Goliath helps its clients outwit, outwork and outlast their competition with the knowledge, resources and firepower needed to help challenger brands fight their way to market leadership. Current clients include Kia Motors, California Lottery, Universal Studios, VIZIO and The Art Institutes, to name a few. The agency's vision is to always be the leading-edge creative agency that solves Goliath marketing challenges, and most importantly, gets results.

David&Goliath was named 2011 Small Agency of the Year (76-150 Employees) at Ad Age's Small Agency Awards.

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Dejon Mullings
dejon@digennaro-usa.com
212-966-9525

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