Lucas Donat

For more than two decades Lucas has helped positive change companies change the world.

As founding CEO of Tiny rebellion (formerly dw+h), it is his unique ability to fully immerse himself at the epicenter of a brand that has paved the road for many of his clients to shift the paradigm of their industry. From changing the way people access legal services through LegalZoom, to helping Hotwire rise from #7 in the online category to #3, to ushering in transparency to automotive with TrueCar, Lucas has a proven knack for helping sea-change companies change the world. He is also credited as the primary architect behind the advertising success of eHarmony, building the brand for over ten years from a fledgling company to one that has transformed how people meet, fall in love and marry.

Good Company - Neil Blumenthal

Epic brands are easy to spot. They have incredibly compelling stories about the early days. And they always have super cool founders that dared to buck the status quo and lived to tell the tale. I got to talk to one such founder, Neil Blumenthal, who is also co-CEO of Warby Parker. To say that I love this brand is a bit of an understatement. At 52, I wear Warby Seymours to read and see things close up. I love my Warby glasses like I loved my first Nike Waffle Trainers. In addition to having super cool founders, it seems that great brands also create a feeling state for your experience of the product.


Adtech Keynote Speaker: Escape to LA

I'll be delivering the closing panel keynote "Escape from LA" at the 2015 Ad Tech conference in San Francisco May 21st at 4pm. Stop by and say hi if you're there too.


ThinkLA Idea Awards

Very humbled to be amongst such amazing companies for the 2015 ThinkLA Idea Awards.


Business Insider: 22 Successful Entrepreneurs Share Their Best Productivity Hacks

I recently spoke with Business Insider on what I do in order to get the most the most difficult work done before anyone is even awake!


MLK Day of Service

Instead of a day off to celebrate Martin Luther King Day, we make it a day ON for service. This year we helped our friends at the Pico Youth and Family Center right in the heart of our neighborhood. Here’s a behind the scenes look.


How to Win: An Interview with Mark Cuban

He is one of the most influential entrepreneurs of our time. He embodies the spirit of what is possible. He’s smart. Humble. Disruptive. Respectful. Accessible. And incredibly successful. If we do our job well, we’re one or two of those things on a good day. Rarely are we all of them. So we are honored to feature Mark as our cover profile in the inaugural issue of Connect, the TrueCar magazine created exclusively for our TrueCar Certified Dealers.



2014 was filled with new technology trends, changing business models, and so much data. Now even though there were a lot of changes in the marketing world in 2014, its time to look at 2015. So ThinkLA asked our CEO Lucas Donat what his predictions for 2015 would look like. He is also joined by Michael Allen, CEO of 180LA Global, Cathy Saidiner, President of BLITZ, Zachary Rosenberg, Chief Growth Officer at Horizon Media, Ryan Fey, Co-Founder and Chief Brand Officer at Omelet, Joe Phelps, Founder and CEO of Phelps, Luis DeAnda, President of TBWA\Chiat\Day, Jackie Stasi, Managing Director of Investment at Initiative, and Alastair Green, Executive Creative Director at Team One USA.


Strategy>Shift: Talking Sexy Susty: A Roundtable

Sustainable products and services can be technically advanced and environmentally friendly, but where’s the sex appeal? Thinkshift Communications recruited our CEO Lucas Donat for a roundtable discussion about how to make sustainable products and technology more appealing to other businesses and consumers. He joins Gary Barker, CEO of Ditto Sustainable Brand Solutions, Nathan Shedroff, Chair of the California College of the Arts MBA in Design Strategy, and Sandra Stewart, Principal of Thinkshift Communications.


Tiny Rebellion Quarterly

A quarterly publication that celebrates creativity and business as the most powerful forces for positive change. It’s where we share the work we do, feature the people who inspire us, and spotlight the companies who believe in the pursuit of positive change.


How Millenials Will Save the World - One Text at a Time

I was recently asked to present at a think tank of old brilliant guys. Yes, guys. Not one woman. If that predisposes you to not like them, that’s okay. Read on.


Small Agency of the Year, Gold

Committing to a purpose means sometimes having to say “no.” For Tiny Rebellion, a 42-person agency dedicated to pushing positive change, it means saying “no” a lot.


Turning Office Gloom on its Head

Two years ago Lucas Donat decided he needed to root out the unhappy people from Tiny Rebellion, his ad agency. The negative Neds and Debbie downers simply had to go.


Adweek Portait

Lucas Donat, founder, CEO and CCO of Tiny Rebellion, makes it his mission to effect positive change through business. His agency works exclusively with companies that prove that doing good can be profitable too.


The True Meaning of Aloha

We sent 2 creatives to Hawaii (not a bad gig, right?) to chat with the locals and find out the authentic meaning of Aloha. Not the Hello/Goodbye, surface level answer. We wanted the locals take on this.


Tiny Rebellion

Revolutionary movements made throughout history generally start with one intrepid, seemingly small act. Rosa Parks ignited a civil rights movement with a simple, “No.” The Unknown Protester stopped a column of tanks in Tiananmen Square with a bag of groceries in hand. Twitter helped overthrow a powerful dictatorship and launch the Arab Spring. And, as Carl Sagan observed, even the biggest, most profoundly important revolutions—all the wars fought, love stories told, and lives lived—have all happened on a tiny, blue spec of dust we call earth from the perspective of our galaxy. We are so vast, so powerful, so capable of anything. And yet, it is important to remember, quite tiny as well.


Good Company: Josh Reich CEO of Simple

Joshua Reich said, “I’m not a banker. I don’t have a banking background”, which is very interesting considering he started a bank.


Good Company: Jeff Dunn CEO of Bolthouse Farms

There’s a certain liberty that comes from having enough money to know your family is going to be OK. And perhaps you can afford even more daring when you know they’ll be more than OK, no matter how many people you piss off on your way to doing the right thing. Jeff Dunn knows a few things about that. He did well at Coca Cola as the head of North and South America. But at some point in his midlife, he realized that doing well wasn’t enough, particularly when doing well is at the expense of fellow humans.


Good Company: Steve Bock CEO of Shinola

I was sitting with my car friends the other day at lunch. They had just returned from the Detroit Auto Show. Being dyed-in-the-wool car guys, they know Detroit well. I asked them how the resurgence of the town was going. “What resurgence? Detroit is bankrupt.” I was interested in this subject because after my conversation with Steve Bock, the CEO of Shinola, one of America’s most interesting emerging brands, I heard quite a different version of what is happening in Detroit.


Donat's Garden

A tour of my backyard garden.


Kings of Love

I always thought I knew about the civil rights movement, about passive resistance, and the power of love to conquer all.

But, after last night, I realized that knowing about it and living it are two very different things.

If you haven’t taken in the film Freedom Riders, I urge you to do so as quickly as possible. It is incredibly painful to experience, but it will inspire beyond your wildest imaginings.


Yes on 37

We made a series of videos to for 'Yes on 37', the ballot initiative that would require food companies to label when GMO's are used.


It Started With A Dinner...

The passage of Proposition 37 seems like a no brainer. The vast majority of Americans – whether Democrat or Republican – want GMO products labeled.

Just last month, 65% of Californians favored legislation that would require labeling of foods containing genetically modified ingredients. Then, something astonishing happened. Monsanto, Dupont, and a cadre of other biotech and big food companies launched a multi-million dollar ad blitz against Proposition 37.

And guess what? It worked. I’ve been in advertising for over 20 years and I still marvel at its power to persuade.


Renaming Exercise

We decided we wanted the name of our company to reflect what we stand for. We partnered up with V&S for an adventure in crowdsourcing. This was our invitation video.


"I have a vision for a world where business is the most powerful force for positive change."

- Lucas Donat

The Day the Juice Won

My business partner, Amir Haque, wanted to treat everyone at dw+h one morning with fresh juice. I mean really, really fresh. The reaction was, to say the least, not what he was hoping for. I loved it! Others... Well, you'll have to watch the video.


The Big Give

At dw+h, we decided o change up how we did our holiday party. We called it 'The Big Give'.