As TABOO turns 25 Founder Andrew Mackinnon passes the torch; steps into chairman role
In 2000, an ambitious 20-year-old Melbourne kid with no marketing pedigree, a stack of coupons, and a knack for getting people talking, unknowingly sparked one of Australia’s most disruptive creative agencies.
This wasn’t born in an ad school. It wasn’t funded by a holding company. It was born on the street. Selling coupons for a local hair salon quickly evolved into a 40-person grassroots movement—activating laneways, nightclubs and music festivals. Their mission? Drive real-world engagement, spark word of mouth, and reshape how influence worked from the bottom up.
Twenty-five years later, TABOO is still independent. Still street-smart. Still fearlessly redefining how brands show up in the world.
Now, as TABOO celebrates its silver anniversary, Founder and CEO Andrew Mackinnon has announced he’ll be stepping down from the role, handing the reins to a new generation of leaders, and stepping into the role of Chairman of the Board.
Says Mackinnon: “In the early years, it was wild. Naivety was outgunned by belief and raw hustle. We learned on the fly and followed our instincts. The office didn’t have internet for the first two years. Social media didn’t exist. Everything we made came from what we saw, felt and lived.
“We weren’t an ad agency. We were a crew of ambitious misfits with ideas, heart and audacity, writing the rules as we went.”
Under Mackinnon’s leadership, TABOO rose from a renegade promotions crew to an agency ranked in Adweek’s Global Top 100 Fastest Growing Agencies, creating iconic experiences like MECCALAND, Supafish, and Garden Square at the Australian Open. It has become a go-to creative force for brands that understand the need to do things differently, including TAC, Tennis Australia, DFO, CUB, BYD and more.
When recounting the highlights of the last 25 years Mackinnon adds: “Co-presenting at SXSW Austin with my brother James, stripping down to our underwear. Building Supafish on the Yarra. Designing 10,000sqm of brand experience at the AO. It’s been an amazing ride. And I’d do it all again.”
In reflecting on the journey, Mackinnon pays tribute to the collaborators who shaped the agency’s first era: “Richard Hack, Sas Landy, Reece Hobbin — you built this with me. Every pitch. Every punt. Every late night. And in the last decade, Kate Prowse, James Mackinnon and Charlotte Adorjan brought the kind of leadership, clarity and creative firepower the next chapter demanded.”
As of December 1st, 2025, Mackinnon will become Chairman, continuing to guide TABOO’s long-term vision — to become the most notorious creative agency in the world, while advising on select clients and special projects.
Says Mackinnon: “TABOO has outgrown me in the best possible way. We’ve built something real, not just in the work, but in the people. And I’m excited to see where the next generation takes it.”
James Mackinnon, Andrew’s brother and long-time business partner adds: “TABOO will always carry Andrew’s spirit. From the briefs we chase, the way we do business, to the chaos of our Christmas parties, he’s been the cultural heartbeat of this agency. As he sets his sights on new projects, we’ll keep driving toward the collective vision, to be the most notorious creative agency in the world. With this team, and the next 25 years ahead of us we have no doubt we’ll get there.”
TABOO’s leadership team moving forward:
James Mackinnon – Managing Director
Kate Prowse /Gus Pearce – General Manager
Charlotte Adorjan – Executive Creative Director
Kim Stoddart – Finance Director
Sam Wright – Head of Experience
Jonathan Isaacs – Company Director
Andrew Mackinnon – Chairman
Adds Andrew: “I’ll still be here, just with a different brief. TABOO’s next chapter should feel fresh, potent, and a little bit dangerous. That’s how we stay notorious.”
Early TABOO crew, circa 2002
Brothers celebrating 25 years of TABOO and 11 years working together.
TABOO Team
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