Meet the power duo behind one of New Zealand’s leading boutique communications agencies.
Interview by Nathalie Owen
Founded in 2021 by best friends Satori Adelinger-Garland and Gabby Billing, FORM Agency specialises in personalised brand building through creative, social and digital marketing strategies for a diverse portfolio of local and international brands.
After meeting while working at Superette, the BFFs moved to New York in 2017, with Gabby studying Fashion Business at the prestigious Parsons School of Design and Satori working for designer Donna Karen, AKA the job a million girls would kill for. After stints in NY and London honing her craft in PR, Satori returned home to NZ in 2021, just as Gabby was closing up shop on her successful fashion store REIN in Parnell, so over a few power lunches and a couple of Martinis, the idea for FORM was born.
Now approaching its fourth year of business, FORM has established itself as a leader in the boutique consultancy market, offering tailor-made solutions for an impressive roster of clients.
Working with global brands in project capacities, including Australian fashion labels Fredric, Joaen and Summi Summi, to wellness brands Fluid Form Pilates, Hana, Good Betty and Together Nourished to lifestyle clients ranging from Mr Morris, Same Time Tomorrow, Only Organic Baby, Rich & George, Decree Skincare, Yealands, Babydoll and more.
We sit down with the co-founders to learn how the agency has grown, the reality of running your own business, as well as the duo’s tips for curating the perfect Instagram grid and their dream power lunch guests.
Hey Satori & Gabby! How’s business?
Thanks for asking! There is no doubt that across FORM’s nearing four years in business the industry overall has faced some of the most difficult times. Within the first few months of our launch, NZ went back into an almost 6 month lockdown. Followed by a natural disaster in Auckland and the ongoing recession, so our adaptability has certainly been tested. Moving past the hardships, we feel reinvigorated and excited for what the future holds. The energy in the industry feels exciting as we approach 2025. At FORM, our approach has always been to prioritise long-term success over instant hits and this has been a key contributor to the relationships we have fostered.
When did you start the business and what was it like setting up shop?
FORM was founded in the early summer months of 2021. Satori had just moved home and was still consulting to clients in the UK. Gabby was in the process of wrapping up the success of REIN store and ready for her next move. Over a few long power lunches, the FORM service deck and social mood board was created. To this day, we have thrived in the new age of working from anywhere (aka not just home but cafes, studios, and overseas locations) so setting up shop was effortless. A sign that FORM was a part of this new frontier to deliver solutions to global clients.
What were some of the challenges of starting FORM? Can you talk us through your emotions as you embarked on this new venture?
As with starting any business, the process can often feel lonely or filled with doubt. You are basically going against the grain and pathing a new process where you rely on yourself to generate leads and income. Not everyone is going to get it or support you. The emotions can be consuming at times but the guidance and strategy we offer our clients is the same process and approach we have for ourselves. We consistently prioritise our values and ensure that our approach is considerate and encompasses who we are as people. The best part of having a business partner is that you are going through the same journey and always have someone to lean on. We definitely speak to each other more each day than our own partners and have learned to always celebrate the wins of our clients, ourselves and the industry overall.
How does FORM differ from other communication agencies?
FORM combines the high-level execution of a large agency with the intimate and agile approach of a boutique to mindfully curate a personalised brand narrative tailored to each client’s ideal audience.
Collaboration is the foundation of FORM. We work closely with our clients to understand their unique brand voice, values and goals. By forging strong partnerships, we become an extension of their team, delivering tailored strategies and campaigns that align seamlessly with their vision.
What is the FORM ethos and what services do FORM provide to fashion, beauty and lifestyle businesses in New Zealand and overseas?
FORM Agency is a boutique, values-driven communications consultancy agency. At FORM we position our clients as brand leaders within their industry and act as advisors, ambassadors, and more. Our ethos is delivering thoughtful and progressive support that align with our values and our clients. FORM have a menu of service that we tailor to every brands objectives. Ranging from strategy development, brand development, content creation, and management, to partnerships, Influencer marketing, events and PR. With experience across New York, London, Auckland, we have cultivated an extensive network of industry contacts.
Can you tell me a little bit about the rise in boutique agencies and how they can act as an extension of the brand?
WWD recently compiled an article on this phenomenon and we felt it perfectly encapsulated FORM’s approach. Brands are increasingly turning to boutique communication agencies that function as an extension of their own teams. Smaller, specialised firms provide tailor-made services, allowing for more personalised and effective communication strategies.
Boutique agencies such as FORM can position themselves as an integral part of the brand’s team, delivering results that feel more authentic and aligned with the brand’s goals. This trend marks a shift towards more meaningful, agile, and impactful communication strategies that are setting new standards in the industry.
At FORM, we understand the value of creating bespoke strategies tailored to your brand’s unique vision and goals. With global experience, our agile approach allows us to deliver innovative, personalised solutions that adapt to your needs.
FORM is all about a personalised approach to growing a brand. How does the agency’s hands-on method, impact the work with your clients?
Our approach is really a core value at FORM. One way that we achieve and continue to deliver our hands-on approach is by maintaining ourselves as the key contacts and pillars of FORM, Gabby & Satori are always the connection point for clients, which remains a pride of ours. This also allows us to be quick to adapt and always prioritise our client’s needs.
Can you tell me a little bit about the brands FORM represents?
FORM has curated a portfolio of brands over the years that we are proud to endorse and privileged to work alongside. From supporting close friends new business ventures, to consulting for globally recognised brands to working with founders who we admire and look up to. Our roster also reflects our interests and lives, from wellness and lifestyle brands, fashion and jewellery labels to restaurant and hospitality clients.
What are the most popular services your clients are using at the moment?
Definitely Brand Strategy support. Working alongside global teams to individual founders, FORM offers our overarching brand and social strategy service to offer direction and ensure all pillars and aspects of a brand are thoughtfully aligned. This also allows brands to focus on their strengths and identify when to include or adjust our menu of services. Our Influencer Marketing services have also always been a key deliverable from FORM, disrupting the market with unique send-outs, global outreach and an enviable little black book of contacts. Looking ahead, the return of PR has been thrilling to see, and we predict events, brand activations and pop-ups will continue to be a focus, with 2025 encouraging brands to think outside the box to connect with customers.
From the beginning, you have worked with an international clientele, can you discuss the strategy behind this? This strategy was a no-brainer from the start, following on from our experience across the UK & US and AUS, our awareness of dream clients was already geared towards international brands that we have both individually worked with in the past. In addition, a key value is that FORM aligns with clients who we endorse in our own lives so again we looked outwards.
What have been some of your career highlights over the past three years?
Having the opportunity to expand clients across multiple countries is always pretty incredible and the calibre of incredible people we get to work with everyday.
What do you think consumers want to see from fashion and lifestyle brands across social media and what is the key to curating the perfect grid?
Authenticity has been a key component for all client’s approaches over the past year. At FORM, we follow the social media rule of thirds. We want to curate a visually engaging grid that also offers value, insights and supports sales. Consumer’s want to align with your story and your values. Again, we support and encourage a long term approach over short term virality for example.
How has the recent economic downturn affected your business, both good and bad?
Consumers and clients are more cautious and rightfully so. People want value from their brands and they want to be a part of a community. The mission and ethos of a business will always be what audiences connect to and return to and FORM supports our client’s journey in remaining true to themselves in a digital age.
What is a standout customer interaction or client feedback you have received recently?
When brands value our approach and expertise it makes everything worthwhile. Clients that go out of their way to let us know they loved a recent post, that partnership idea is so perfect they couldn’t have dreamed it, coverage resonates with their goals, a mood board encapsulates their vision so well it’s like we reached into their minds. These are the little love notes we receive that propel us to be the best for our clients, industry and contacts.
What has the past year of business been like?
Success is born out of the ability to recognise what works and adapt from what doesn’t. The past year FORM have had some of our biggest months, our growth further into the UK and in contract also witnessing slower months and times of immense hesitation across the world. Again, this process always challenges us to adapt and that resilience has been our biggest success point.
What advice would you give to up-and-coming brands on how to create a powerful brand presence and social media strategy?
Call FORM! Just kidding, but even for ourselves, the biggest asset is recognising when its time to outsource a skill, service etc to grow and better ourselves. Collaboration is such a key aspect of this business and again, staying true to your values will always resonate in developing a powerful brand story and presence.
Who is a business figure you would love to have a power lunch with and what would you grill them about?
Summer Friday’s co-founders Lauren Ireland and Marianna Hewitt, Call Her Daddy’s Alex Cooper, Skims and Good American’s Emma Grede, Hailey Bieber, Taylor Swift, and Martha Stewart, let’s have a power lunch conference actually!
What’s next for FORM?
Stay tuned! As we mentioned, for any client strategy is key and this is no exception for FORM. As we look ahead to a new year and new opportunities FORM is in another stage of growth and expansion. Aligning to new regions, offering new services and harnessing all we have learnt over the past 3 and a half years we look forward to the next chapter. We also have an upcoming Sydney trip to catch up with clients, editors, influencers and industry connections and look forward to furthering our reach in AUS.