Toby Feldman.
Melbourne independent TABOO has appointed Toby Feldman as experiential EP.
Feldman joins TABOO from RISING Festival, one of Australia’s premier contemporary arts and culture festivals, where he served as head of festival operations.
Prior to RISING, Feldman spent seven years at the City of Melbourne.
TABOO managing director James Mackinnon said the hire reflects a broader conviction about where the market is heading.
“Too many brand experiences are built to impress for a day and forgotten by next weekend,” said Mackinnon.
“The best ones do something more lasting – they build narrative, create deeper connections, and become part of a brand's cultural identity.
“That's what we've always believed, and it's what Toby has spent his career building.”
Feldman's remit will span client work across TABOO's growing experiential portfolio, as well as contributing to the agency's broader new business and thought leadership agenda in the space.
TABOO's experiential credentials spans work on the Australian Open, to MECCALAND, Bonds Bedroom, and more recently with TAC’s Vanessa platform.
Feldman said he was drawn to TABOO's integrated model – an agency where brand strategy, creative and experiential sit under the same roof rather than in separate silos.
“What drew me to TABOO is that the thinking comes first. There are plenty of agencies that can produce a great event,” he said.
“Far fewer can tell you why it matters for the brand and then make sure the work actually delivers on that.
“I’m really excited to build on what TABOO has built and help evolve how brands and cultural flagships use experiential as a lever for growth.”
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