The Glue Society: 20 years of being ahead of the game

Early in 1998, Jonathan Kneebone, Dave Johnson and Gary Freedman began something new – an independent collective that the advertising world would spend the next two decades trying to define.

The Glue Society is still remarkable. Twenty years on, it has a haul of awards from every local and international advertising festival as well as numerous arts events to prove that.

In its early years, the creative-only group worked with agencies such as BBDO in Hong Kong and Host in Sydney as a creative partner – developing world-class campaigns which they wrote and directed. It even won a Titanium Lion & Grand Prix winning work at Cannes for Virgin Mobile.

In more recent years, thanks to its representation by production company, Will O’Rourke, The Glue Society has collaborated with agencies to execute and direct some of the world’s most awarded unconventional and experiential projects.

These include NAB Break Up with Clemenger BBDO:

ANZ GAYTMs with TBWA Melbourne:

NRMA Car Creation with Whybin/TBWA Sydney

and Cochlear Hearing Test In Disguise with CHE Proximity:

https://youtu.be/zUrKC6nYRkI

As a result of these – and more conventional commercial directing projects, such as Canal+ March Of The Emperors and 1882 Ansiosos y Capuchon, The Glue Society has been listed in the Gunn Report’s Top Ten Directors in the world on more than one occasion.

In partnership with D&AD, the collective has also helped to foster new creative talent throughout Australia via its Brief To Broadcast programme, and supported diversity in the industry with RARE – which following its success in Sydney is to take place in London as part of this year’s D&AD Festival.

Throughout its 20 years, The Glue Society has defied conventions and definitions, preferring to break new ground and remain independent than become an agency or fit into any pre-determined box.

…which has been noted and applauded in comments such as:

‘The Glue Society’s lack of definition is not born out of stubbornness, but simply from a desire to approach creative work differently.” [Creative Review]

“The Glue Society are experts at things which haven’t been done before.” [Creativity Online]

Jonathan Kneebone, co-founder of The Glue Society, commented, “Reaching 20 years is more of a surprise than anything. It’s fair to say, we remain on a path which is entirely unchartered – and that brings with it challenges and opportunities that continue to excite and inspire us. The biggest thrill comes from contributing to work that no-one has done before – that demonstrates what Australia is truly capable of.”

In its 20 years, The Glue Society has helped to define and develop the careers of many creative people in the advertising industry – Google Zoo creative chiefs, Matty Burton and Dave Bowman; creative directors, Ruth Bellotti and Dave Johnson, Emil Vrisakis and Paul Bruce; Directors, Matt Devine, Roma D’Arrieta, Chris Riggert, James Dive and Sam Hibbard; and business founders, Sophia Kaplan, James Harvey and Celia Nicholas.

The Glue Society partner and director, Pete Baker, has recently opened offices in Wellington in New Zealand, and Will O’Rourke’s growth is allowing the collective to pursue experiential projects in the USA and the UK.

Following The Glue Society’s recent one-year Fellowship Programme, Alice Cogin, Alex Harrod and Henry Curchod have all been given full-time positions at the collective, with Kate Davies earning a place at CHE Proximity.

Jonathan Kneebone concluded, ‘Undoubtedly, for creative individuals to flourish, you need the chance to feel supported at the same time as being thrown completely out of your comfort zone. That’s something we’re genuinely excited to continue doing for many years to come.’