Adhesive founder Mike Maurice launches new venture ‘gum’ with former head of lifestyle Mia Hardman, on a mission to redefine status
Founder of award-winning agency Adhesive Mike Maurice, has today announced his latest venture, teaming up with Adhesive’s former head of lifestyle Mia Hardman to launch new agency gum as the antidote to a flattering culture.
Brands and agencies are challenged with sped-up trend cycles, a fragmented media landscape and algorithms dictating what is now considered ‘culture’. The word culture gets thrown around a lot, becoming a catch-all phrase that covers whatever is currently trending. But when trends come and go quicker than you can scroll, is it clear what culture even is anymore?
gum’s foundational belief is that humans’ inherent desire for status is the driving force of authentic culture. It’s why trends emerge, stylistic shifts occur and ultimately the biggest influence in the choices we make. But creating cult status is often the hardest task for brands. How do you balance being relevant, with being authentic? The illusion of exclusivity, while still being accessible? And doing all this at speed and scale.
You do it with gum.
gum puts its own spin on traditional comms disciplines including PR, events, influencer, content, events and digital underscored by six distinct principles for status – 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 provide the very best of clever thinking and status-based relevancy to brands looking to level up.
Speaking on the launch, Hardman says: “There is definitely no shortage of PR agencies in Australia. So when we decided to do this, it was really important to me to bring something different that aligned with my own values, a space where I can do good work and where I see an authentic opportunity for brands to play in. Audiences are much savvier now and it’s harder than ever to capture their attention – we see it every day. Our approach drills down to being the custodian for brands looking to build true status in today’s fast moving landscape.”
Maurice’s expertise in strategy and creative combined with Mia’s nuanced understanding of the beauty and fashion industry is gum’s unique advantage. Together they combine extensive networks and experience across fashion, beauty, lifestyle and tech.
On the new venture, Maurice says: “Mia and I have complemented each other’s skill set at Adhesive for the last couple of years. She is one of the most well-connected people I know and her passion for her craft meant this was a no brainer for me. gum has been in the making for quite some time so it’s a relief to finally be able to announce it – this is going to be a lot of fun.”
Through a shared vision of creating a specialised discipline in cultivating enduring status for brands, gum’s unique offering has already attracted some of the biggest names in the business including Dyson, H&M and Peppermayo, as well as emerging label and slow fashion house madre natura where gum supported their Australian Fashion Week debut earlier this year.
Hardman takes on the role of managing director and co-founder, following her previous role within Adhesive of head of lifestyle leading major accounts including TikTok, THE ICONIC, Hayu and Dyson Beauty. Maurice will continue in his role as managing director at Adhesive, and assume the position of director and co-founder at gum.