Touching on the benefits of purposefully throwing chaos into the business to shake up creativity, and how those experiences shapes resilience and their approach for future works in activation. Taboo Group are disruptors in the industry and a powerhouse strategic and creative agency who are constantly adapting to their client’s needs.

Together, with MECCA, they created and delivered MECCALAND (the ultimate Beauty Festival) in Melbourne which also debuted in Sydney last year. The sold out public event has been recognised as one of the most celebrated new immersive brand experiences in Australia!

Special Guests:

Andrew Mackinnon – Founder and Managing Director, Taboo

Following a year of hustling on the streets of London, Andrew started The Taboo Group – a ragtag crew of connected characters, with the mission: to create engagement, experience and social chaos between brands and their potential consumers.

Nineteen years on, Andrew and his inspirational team has spurred Taboo to evolve into a one of Australia’s leading independent experience-led creative agencies, delivering campaigns for the country’s biggest brands: Telstra, TAC, Nike, NAB, Haagen-Dazs, Mecca, Bonds, Coopers and more. This year, Taboo was named in the global ADWEEK 100 Fastest Growing Agency list.

An insatiable appetite for ‘creating’ has borne a career spanning marketing, hospitality and (just about) everything in between. In 2011, Andrew opened the iconic Ponyfish Island, situated in Melbourne’s Yarra River with partners Grant Smillie and Jerome Borazio.

After serving four years on the board, Mackinnon was honored with the role of President of the Entrepreneur’s Organisation Australia – Victorian Chapter in 2017.

Andrew’s desire to build creative projects has re-emerged again, now branching into property development through the establishment of Assembly House, a 1200m workspace in Cremorne. The building is home to several of Melbourne’s leading agencies: The Monkeys, Rock Agency, Kate and Co and of course Taboo.

“The Event Sessions is an opportunity for people at the coal face of our industry to stand up and share the real feelings: both good and bad, exciting and scary with those looking to learn and prosper through these times.” 

“It offers real insights from people with heavy and honest experiences, ready to arm our industry with inspiration and direction.” 


LinkedIn: Andrew Mackinnon

Reece Hobbins – Director of Brand Development & Innovation, Taboo

With 20 year’s experience across Canada & Australia in design, marketing and brand strategy, Reece has spent the last 11 years as Creative Director of Melbourne-based creative agency TABOO. Reece has worked across nearly every consumer category from FMCG, fashion, music, arts, sports, beauty, finance, tech and lifestyle. Brands like Nike, CUB, NAB, LVMH, BONDS, MECCA, General Mills, GE, Schnitz and Afterpay have entrusted him to deliver unique ideas with purpose, creativity and the potential to grow not only their business but their brand.  Reece has also walked-the-walk with exhibiting art shows internationally and co-founding his own businesses such as Diemen’s, a nationally distributed FMCG food brand.

His new role within TABOO expands on his experience and knowledge of cultural & consumer trends, brand strategy & development, retail experiences and product innovation to help re-focus brands and businesses (both old & new), on what really matters and works for both their long and short term objectives. Essentially Reece is that creative dude who not only looks creative (black clothes, beard, tattoos) and thinks creatively (optimist, pessimist, zealot), but also really gives a shit about the ‘why’ we are doing what we do and how it’s improving the lives of others.

“It’s valuing our community and learning through each other’s extreme inconveniences which we would normally keep to ourselves in fear of exposing our weaknesses.”- Reece Hobbins

“Knowing that you’re not alone. There is comfort in connected causality. Everyone is dealing with the same challenges, just in different shapes and sizes. Having a platform such as The Event Sessions to discuss these distinct challenges in event and experiential-based services is extremely valuable.”


Linkedin: Reece Hobbins