Now backed by Tomorrow Group, The Liberty Guild merges with Culture3 and evolves into Freedom Works

The new agency will bring creativity and culture together under one roof

As the volume of machine-generated output rises, the human ability to recognise a great idea, understand its place in culture and nurture it to life has never been more important. 

Jon Williams, Founder of Freedom Works

That belief and conviction is the driving force behind today’s launch of Freedom Works, a new global creative agency formed through Tomorrow Group’s backing of The Liberty Guild and its merger with Culture3, the group’s cultural partnerships business, which becomes Freedom Works’ Culture Lab.

Founded in 2017, The Liberty Guild pioneered the distributed agency model, built around what clients wanted at the time: output, not hours; fixed-time products; A-list global talent; lower overheads; and more of their budget going into the work. Much of the industry has since adopted this approach, but Freedom Works is different, it’s built for what clients need next. 

Culture3, now Freedom Works’ Culture Lab, will be central to the offering. It connects brands to the partnerships, communities and voices shaping culture, helping them identify where they can credibly participate and what role they can play. Freedom Works turns those connections into memes, content and campaigns that reach beyond the room, and amplifies them across media.*

At the heart of the agency is a global network of more than 600 independent creatives and strategists across 37 countries, handpicked for every brief. The new backing will allow Freedom Works to scale quickly and effectively, building complementary infrastructure around that network and connecting it with Tomorrow Group’s capabilities in search, performance, GEO, influencer, in-game and creator marketing, and applied data science.

Together, these capabilities give clients greater scope to develop world-class ideas, understand where and how they will land, and deploy them with the precision and measurable performance to prove their value in the boardroom.

Freedom Works brings it all together through three lenses: Calibre, Culture and Craft. The right minds, in the right place, making the right call. The people a client meets in the pitch do the work, alongside multi-award-winning creative talent who stay with it until the final cut. Calibre gets you noticed. Culture gets you cut through. Craft gets you remembered.

Jon Williams, Founder of Freedom Works, said: “This is a statement of intent. When creative minds are free from the constraints that legacy agencies impose on them, they do their best work… that’s always been the founding belief. Freedom Works is what happens when you build an entire industrial powerhouse around that idea.

“Machines can make almost anything now, so just being good isn’t the edge any more, judgement is. Knowing which idea really matters, where it belongs and when it’s good enough to leave the building takes taste and experience you can’t get from a prompt. That’s why Calibre, Culture and Craft have to work together… Two out of three ain’t bad, it’s just not good enough. The factory has got bigger, but the belief at the heart of it is exactly the same.”

Tina Judic, Founding Partner & Chairman, Tomorrow Group: “Brands need more than an agency that makes great work. They need one that knows where they belong in culture, how to earn a place in the conversation, and how to make influence travel. The Liberty Guild has always had one of the hardest things to find in this industry – judgement. By bringing its creative network together with Culture3, we’re combining that experience with the partnerships and cultural insight to turn great ideas into meaningful reach. Together, they make Freedom Works one of the most compelling creative propositions in the market.”

Source: Tomorrow Group

  Culture3, Freedom Works, Freedom Works’ Culture Lab, Jon Williams, The Liberty Guild, Tina Judic, Tomorrow Group