Indie agency TABOO partners with Aboriginal artist to improve Indigenous representation in adland
Independent creative agency TABOO has partnered with Bur’an Australia’s esteemed cultural ambassador and multi-award winning senior Aboriginal artist John Smith Gumbula, to form a strategic alliance, TABUR’AN.
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.
Taboo and Bur’an Australia have combined forces, becoming TABUR’AN
Gumbula, a traditional member from WakkaWakka, GurangGurang people from Queensland, and adopted son of the Yolngu people of Galiwinku Elcho Island, Arnhemland, Northern Territory, has been a passionate ambassador for the arts, cultural affairs, education, tech and more for over three decades.
“I am honoured to be partnering with TABOO to launch TABUR’AN,” Gumbula said.
“This alliance represents a significant step towards promoting authentic ethical Indigenous narratives, voices, culture, and art in the advertising and marketing world. Together, we will pave the way for greater understanding, appreciation, and opportunities for Indigenous communities.”
TABUR’AN will aim to champion the voices and needs of the Indigenous community, while providing opportunity to artists, suppliers and communities to broaden the traditionally homogenous profile of adland.
TABOO stresses the increasing need for diversity and inclusion in Australia’s advertising and marketing landscape, both socially and commercially.
John Smith Gumbula
Andrew Mackinnon, CEO of TABOO, said he and Gumbula have been friends and collaborators for years, and he’s thrilled to officially join forces.
“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,” he said.
The partnership aims to mark a turning point in the industry’s approach to Indigenous representation.
It seeks to 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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Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
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