• by Fern Siegel , March 31, 2023

El Segundo-based, creative agency David&Goliath is expanding. Its new East Coast office, D&G Brooklyn, is committed to helping brands become better corporate citizens via an immersive initiative called “Goliath Out.”

The central tenet of “Goliath Out” is how brands should approach their customers. The two are joined in a larger community — and there is a growing expectation among consumers, especially millennials and Gen Zs, that brands should address key issues. That means its advertising has to be more provocative and drive impact in new and creative ways.

David Angelo, David&Goliath agency founder and creative chairman, will head D&G Brooklyn. Blake Winfree is Chief of Culture and Social Impact.

“We are looking to partner with people and brands that share the same values for transformative change and sustainable impact,” said Angelo. “A firm belief that doing good for the world is also good for business.”

For D&G Brooklyn, that begins with two clients: Fabric, a venture-backed cryptography and hardware technology company, and Procera Gin, a premium artisan gin crafted in Africa from fresh juniper berries.

D&G is tasked with creating a new brand identity for Fabric, as well as a marketing concept. The new brand launch is targeted to go live in Q2.        

Procera Gin is an ultra-premium blend of a dozen botanicals sourced from the African continent. The brand has also partnered with the Kijabe Forest Trust, an organization that protects the forest, where much of the fresh juniper is sourced. Procera Gin will debut its refined brand identity and creative this fall. 

“Our aim is to work with brands and institutions that have heart and soul and aspirations to impact the future of our world in unbelievable new ways — and do so with style,” said Winfree.

David&Goliath is a subsidiary of Innocean Worldwide. Current clients include Kia America, California Lottery, VIZIO, San Diego Zoo Wildlife Alliance, Jollibee and Frito-Lay.