Digital agency Barbarian has announced the appointment of Adam Gloo as its new chief creative officer. In this role, Gloo will shape the agency’s creative vision — blending storytelling and design with the purposeful use of technology to develop work that cuts through the noise and engages audiences.
With over a decade of creative leadership experience, Gloo has shaped some of the industry’s most compelling work at innovative agencies including VML, 360i/Dentsu Creative, and most recently, SPCSHP (formerly Big Spaceship). During that time, he led teams that developed award-winning campaigns for globally recognized brands such as Starbucks, Oreo, HBO, Absolut, Vanguard, and Google.
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As Chief Creative Officer of Barbarian, Gloo is on a mission to reinvigorate the agency’s creative identity, restoring its original edge, and bringing back the swagger and innovative spirit that once defined it. By championing a culture of curiosity and lateral thinking, he aims to bring the agency’s full creative potential to bear. He sees Barbarian’s long-standing passion for technology as a valuable tool that will ensure the agency is creating truly innovative work — setting industry trends rather than chasing them.
“Great creative work isn’t just about emotional connection — it must also provide real value to audiences. There’s too much noise in the market, and I’m not interested in adding to it,” said Gloo. “At Barbarian, my goal is to foster an environment where smart, unexpected ideas can thrive, and where technology and creativity combine to produce truly standout work. I’ve admired Barbarian since I started in this industry, and I am honored to now share the responsibility of leading it forward.”
Gloo brings a unique perspective to creative leadership, placing a high premium on both the power of curiosity, and the value of clear communication. He believes that curiosity is crucial to maintaining a technological and cultural edge, and that communication has the power to either drive a project forward, or grind it to a halt. Rather than implementing wholesale changes across the agency, he is focused on breaking down barriers to innovation and ensuring that technology serves as a catalyst for Barbarian’s creative work.
“Adam brings the kind of creative leadership that doesn’t just push out work — it pushes brands forward,” said Jeff Blackman, Managing Director at Barbarian. “He understands how to merge technology and creativity in a way that makes people care and inspires action. His vision will help us break through the noise, build brand platforms that drive meaningful outcomes, and reinforce Barbarian’s role as a creative leader in an evolving industry.”
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