A lesson in provocation: TABOO pull cheeky stunt during SXSW presentation

March 12, 2024 9:22

At SXSW this week, TABOO’s CEO and managing director, Andrew and James Mackinnon, caused a stir at their session by pulling a cheeky stunt to get the point across clearly.

Their keynote discussed the power of provocation in brand experience, and urged brands to not just meet customer expectations – but to instead challenge and exceed them.

The brothers presenting at SXSW this week

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

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Awesome 12 Mar 24

Awesome

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A lesson in provocation: TABOO pull cheeky stunt during SXSW presentation

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