CB Hot Suit Takes: James Mackinnon, Managing Director & Partner, TABOO
CB Hot Suit Takes is our new Q&A series for extremely busy CEOs and senior leaders across the industry ~ covering careers, creativity, challenges and the song that sums it all up. Next in the hot seat is James Mackinnon, Managing Director and Partner, The TABOO Group.
1. What made you get into advertising?
It was a process of elimination.
At 11 I realised I wasn’t going to play football for Geelong. By 17 it was clear my guitar skills weren’t going to pay the bills. And my school results ruled out medicine, law, and anything that required sustained mental focus.
Then I saw a Range Rover ad at the airport — a car completely covered in mud with the line “Filthy Rich.” I remember thinking it was clever and kind of funny.
From there, I discovered there was an entire industry where people spend their days being clever and kind of funny. And I’ve been here ever since.
2. Which piece of work are you most proud of, and why?
The work I like most is the kind people can actually participate in — not just scroll past. TABOO’s work on the AO, Meccaland, and the time we took over the town of Bland to throw a flavour festival are all highlights.
That said, the experience of making Corona’s From Where You’d Rather Be campaign is hard to beat. We bought a Winnebago and spent three weeks travelling through Mexico with a wild crew in search of the Mexican dream.
The stories that unfolded on that trip are probably best left in Mexico — but what we came back with clearly struck a nerve. It’s had over 10M views and more than a thousand comments, and not one of them is angry.
3. What’s the biggest challenge you face in your role right now?
The number of clients that expect us to work for free – and the number of talented people we have that expect to be paid. It’s a hard thing to reconcile.
4. What’s the most recent thing you’ve learned – professionally or personally?
When it comes to hiring amazing talent – it pays to spend beyond your means.
Which further deepens the tension from Q3.
5. What song best sums up your career so far?
The Sweetest Taboo, by Sade.
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