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Stuck on the Glue Society
Here are some award-winning designs from the Sydney multimedia shop that specializes in creating content that is not traditional advertising
By Helen Walters
The Glue Society was founded in Australia in 1998 by former ad agency creatives Jonathan Kneebone and Gary Freedman. Reluctant to step aside from the day-to-day business of coming up with ideas, they formed the company to focus on writing, design, and direction. The company now has offices in Sydney and New York, while their portfolio of work determinedly stretches across media to incorporate graphic design, sculpture, installations, and broadcast television alongside more traditional print and TV advertising.
Exemplified by Sydney/New York-based creative collective, the Glue Society, these companies reject both the title "agency"—and the very idea of having retained clients. They're creative-content providers, pure and simple.
Ready and able to be employed by anyone who will have them (brands, agencies, even individuals) they work solely on a project-by-project basis. There's no long-term account management, no planning, no media buying. And yet as an entity, they're able to deliver more than the individual creative types (such as photographers or directors, for instance) historically commissioned by more traditional advertising.
Put simply, the Glue Society and its ilk are teams of ad-savvy, cross-media thinkers. As such, they're free to go wherever the budgets are, and can work on a wide range of projects. In the past year alone, the Glue Society has worked on projects that have included sculpture, graphic design, Web sites and viral campaigns, traditional TV advertising, print, short films, and even— in conjunction with BBH—a 60-minute TV show which was entirely sponsored by Axe and which was broadcast on MTV (see BusinessWeek.com, 4/24/06, "Bet You Can't TiVo Past This").
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