Strategic Move Establishes Chandler-Based Commit Agency as Unrivaled Authority
on Challenger Brand Marketing
CHANDLER, Ariz. (Sept. 2, 2025)—Chandler-based Commit Agency today announced the acquisition of San Francisco’s Gumas Advertising, the originator of Challenger Brand Marketing®. This bold move expands Commit’s national footprint, strengthens its leadership team and solidifies its position as the unrivaled authority on helping challenger brands compete and win at a time when budgets are shrinking, costs are rising and it’s harder than ever for brands to be heard through all the noise.
Founded 40 years ago by John Gumas, Gumas Advertising originated and trademarked the term Challenger Brand Marketing – a framework to help brands compete with and outperform their industry giants. While many agencies have tried to co-opt the language of challenger branding, Commit Agency now owns the original methodology, pairing its proven brand definition, experience design and marketing amplification expertise with Gumas’ pioneering trademark.
“When I met John 15 years ago, I was impressed with his work developing strategies that empower brands to challenge the status quo and excel in competitive markets with increased success,” said Commit Agency CEO David Ralls. “What many people don’t realize is that most companies out there are challenger brands. They need a specific methodology and framework that allows them to compete against the Goliaths of their industry. By blending John’s expertise in that arena with our methodology that has delivered business-building results for companies of all sizes, we now have unmatched expertise and scale.”
As a result of the acquisition, Commit Agency welcomes 10 new team members, including Gumas, who will serve as president of Commit Agency, as well as industry veterans in account services, creative design and digital marketing.
Additionally, the unified agency will grow by nearly a dozen clients, including several established credit unions in the West and Pacific Northwest, including Unitus Credit Union, as well as popular pizza restaurant chain Shakey’s Pizza, multi-location fitness studio brand Pvolve and California-based medical corporation OmniPathology.
“I wouldn’t have done this with anyone other than David Ralls,” Gumas said. “Over the years, I’ve had a chance to work with Dave and the Commit team on collaborations that have resulted in significant results for our clients. We both know that when our clients win, we win – and what we bring together is pretty special. I’m excited to continue breathing new life into brands that refuse to settle. That’s what we’re all about.”
With this acquisition, Commit Agency adds a second location in San Francisco, extending its reach and demonstrating its commitment to brands demanding category-defining growth.
Over the past several months, Commit Agency has continued to significantly grow its client base with the addition of the Sprouts Healthy Communities Foundation, Hotel Polaris, Goodwill of the San Francisco Bay, TASER Self-Defense and Peter Piper Pizza.
Founded in 1997, Commit Agency is more than just a marketing agency – it is the nation’s foremost authority in Challenger Brand Marketing®, obsessed with helping challenger brands claim their place at the top. Based in Chandler, Ariz., Commit specializes in branding, creative, data analytics, experience design, media (digital, traditional and social), public relations and web development. Learn more about Commit online, or connect with the agency on Facebook, Instagram and LinkedIn.
