Mike Morris, founder of award-winning agency Adhesive, today announced his latest venture, teaming up with Adhesive’s former head of lifestyle, Mia Hartman, to launch new agency Gum as an antidote to sycophant culture.
Brands and agencies face challenges with accelerating trend cycles, a fragmented media landscape, and algorithms dictating what is now considered “culture.” The word culture is used so often that it has become a catch-all phrase to encompass current trends. But when trends come and go faster than you can scroll, is it even clear what culture is anymore?
GUM’s fundamental belief is that our innate human desire for status is what drives authentic culture. It’s why trends are born, styles change and ultimately have the biggest influence on the choices we make. Yet building cult status is often one of the toughest challenges for a brand. How do you balance relevance with authenticity? How do you create a sense of exclusivity, yet remain accessible? And you have to do all of this at speed and scale?
I do it with gum.
gum puts a unique twist on traditional communications disciplines such as PR, events, influencers, content, events and digital, emphasizing six distinct status principles: storytelling, cultural alignment, fandom culture, thought leadership, exclusivity and authenticity. Operating independently but backed by the creative and financial strength of Adhesive Group, gum is able to deliver the best of smart thinking and status-based relevance to brands looking to level up.
Commenting on the launch, Hardman said: “There’s no shortage of PR agencies in Australia, so when I decided on this endeavor, it was really important to me to offer something different that aligned with my values - a place where good work can be done and where brands have a genuine opportunity to thrive. Audiences are much smarter now and it’s harder than ever to capture their attention – we see that every day. Our approach will be laser-focused on being stewards for brands that want to truly carve out their place in today’s rapidly changing environment.”
GAM’s unique strength lies in the combination of Maurice’s strategic and creative expertise and Mia’s nuanced understanding of the beauty and fashion industry. They combine their extensive networks and experience across fashion, beauty, lifestyle and technology.
Speaking about the new venture, Maurice said: “Mia and I have been complementing each other’s skills in adhesives for the last few years. She is one of the most well-connected people I know and given her passion for what she does, this was a natural fit for me. The gum has been in development for quite some time so it’s a relief to finally be able to launch it. It’s going to be a lot of fun.”
Through a shared vision to create a niche that will establish the brand as a lasting presence, Gam’s unique products have already garnered attention from some of the biggest names in the industry, including Dyson, H&M and Pepper Mayo, as well as emerging label and slow fashion house Madre Natura, which helped the brand make its Australian Fashion Week debut earlier this year.
Hardman will take on the role of managing director and co-founder from Adhesive, where he previously served as head of lifestyle, leading key accounts such as TikTok, THE ICONIC, Hayu and Dyson Beauty, while Morris will continue in his role as managing director at Adhesive and take on the role of director and co-founder at gum.
Gum Agency