Independent creative agency TABOO is has announced a strategic alliance, TABUR'AN, with cultural ambassador and senior Aboriginal artist John Smith Gumbula.
The partnership aims to drive progress in the Australian creative landscape by encouraging continuous learning and listening to Indigenous voices, cultural appreciation and authentic representation in advertising and marketing.
Gumbula has been passionate in the arts, cultural affairs, education, tech, and innovation spanning more than three decades.
He is a traditional member from WakkaWakka, GurangGurang people from Queensland, and adopted Son of the Yolngu people of Galiwinku Elcho Island, Arnhemland, Northern Territory, and of 'Celtic' Irish & Scottish Heritage.
Gumbula said he is honoured to be partnering with TABOO to launch TABUR'AN.
"This alliance represents a significant step towards promoting authentic ethical Indigenous narratives, voices, culture, and art in the advertising and marketing world," he said.
"Together, we will pave the way for greater understanding, appreciation, and opportunities for Indigenous communities."
TABUR'AN will champion the voices and needs of the Indigenous community while providing opportunity to artists, suppliers, and communities to broaden the traditionally homogenous profile of the advertising industry.
The increasing need for diversity and inclusion in advertising and marketing doesn’t just make social sense, it makes commercial sense. A 2021 Kantar study proves that diversity and inclusion in advertising drives effectiveness and ROI for both short term sales and long-term brand building.
Andrew Mackinnon, CEO of TABOO, said he and Gumbula have been friends and collaborators over the past few years, so were thrilled to join forces in a more official capacity with the launch of TABUR'AN.
"John is a prolific artist and entrepreneur who is on a mission to elevate indigenous art, culture and perspective - and we look forward to working with brands and organisations who share that commitment," said Mackinnon.
The partnership between TABOO and Gumbula marks a turning point in the industry's approach to Indigenous representation.
TABUR'AN will serve as a catalyst for change, fostering collaborations that empower Indigenous communities, elevate their voices, and create a cultural bridge of understanding
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