Who is Andrew Mackinnon?
If you are in the marketing or advertising industry in Melbourne and don't know Andrew Mackinnon from Taboo agency - well you should!
Andrew has been behind many of the brand driven campaigns over the last decade with his agency Taboo, which he started at the tender age of 19!
He is also the owner of one of the coolest bars in Melbourne – Ponyfish Island – yes the floating one under the Pedestrian Bridge, Southbank, a haven for wonderers and wanderers, a part time DJ, creator of Unlikely Larger beer and tech parter in Skymorials the fastest growing online memorials site in the world.
Now 15 years on, Andrew and a carefully curated creative team has created a full scale creative agency, delivering campaigns for the country’s biggest brands: Nike, NAB, Cadbury, Schweppes, TAC, Sensis, Old El Paso, Witchery, Mimco and CUB.
A born go-getter has also culminated in Mackinnon’s role as Membership Chair and President Elect of the Entrepreneur’s Organisation Australia – Victoria Chapter. It’s this affinity with EO’s core principles that prompted the organisation to honour him with the Values Award in 2014.
Check out our quick chat with Andrew when Social Star founder – Andrew Ford (Fordy) caught up with Mackinnon (Macca) over a green smoothie this week
Social Star: Some marketing experts say that online media is the most efficient medium for marketing. Do you agree with this comment and where does experiential marketing fit into a company's marketing plans?
A. Mackinnon: I think it's about developing creative ways that integrate the two. Digital/online media is integrated so much into our 'real life' experience today (from tap and pay mobile tech to Uber to the like of Snapchat video), it would be foolish to think that just experiential on its own generates enough cut through.
At Taboo, we're all about making authentic experiences that are worth telling, that have an innate talkability that people want to tell their friends about. Digital amplification of this is always part of our consideration set when we're planning especially as it lets us play into the 'live' element of something taking place across certain times and locations.
Social Star: Being youth marketing experts, how do you suggest companies market to the new generation of millennials?
A. Mackinnon: I think now, more than ever, attention spans are fragmented and expectations of brands are high. A few things:
- Thinking mobile-first: this is the centre of their world
- Integrating social media opportunities in all moments of a branded experiences
- If you try to be cool and fail, you will hear about it
- Understanding trends: both culturally and technological
Social Star: A lot of marketing people say Facebook is being replaced by Instagram and Snapchat. What is your opinion of Facebook as a social medium for business?
A. Mackinnon: The squelching of Facebook's algorithm after essentially a five year free trial for brands meant a huge commercial growth for the platform. But what we're starting to see the likes of Instagram and Snapchat start to infiltrate people's suite of daily apps, Facebook is losing its monopoly of the one 'go to'.
It's still a great reach platform and a key consideration, I just think the way we look at it has changed. The more immersive content discovery, the better brand engagement you'll get. Alternatively, the more you push your brands with traditional words and pictures, the less engagement. So yes, it's still relevant, but now part of a larger matrix of social platforms to consider, with video and customisation the biggest trends within this space.
Wise words, thanks Andrew!
If you haven't known yet, next Thursday evening, the 6th October, Social Star has the pleasure of hosting Andrew Mackinnon (and 3 other Andrew's, including our own Andrew of course) for a panel discussion to explore the future of agencies and marketing. Well worth the time to hear from 4x Agency CEOs and network with some very cool people too over delicious nibbles and drinks!
Check out the event HERE !
I look forward to having you there.
(Use passcode SSGUEST30 for 30% discount on ticket sales)