Tara Mckenty Creative Director – Google APAC
At age four, Tara’s kindergarten teacher told her mother that Tara would grow up to be the Prime Minister of New Zealand, or the devil itself. After casting a career in politics aside, and realising red wasn’t her colour, Tara found her calling in the halls of Whybin\TBWA Auckland working in advertising. It was here that she and her creative partner gained international attention by floating shares in their creative future, successfully crowd funding themselves to Cannes. During her time at TBWA, Tara had a complete disregard for discipline and convention, she was named in Campaign Magazines Top 50 emerging talent portfolio, and submitted several entries into the pantheon of ABSOLUT work, one of which was the creation of a limited edition ABSOLUT bottle design. Tara then decided to swim across the ditch to Sydney where she joined Saatchi & Saatchi.
It was here that Tara created a children’s book for OPSM that tested the eyesight of children, which in 2016 was named by the WARC 100 as the most effective marketing campaign in the world. Tara now finds herself at Google where her and her team’s remit is to come up with creative uses of Google’s products and platforms for Asia Pacific’s largest clients. Her work has included creating real-time marketing platforms that reunite lost dogs with their owners for Pedigree, building immersive story time platforms for Disney, creating tools that use machine learning to help revitalise indigenous language, and creating LIVE AR space experiences in living rooms for the ABC, as well as co-founding the diversity initiative RARE supported by Google and D&AD. Tara continues to disrupt the status quo, with a passion for using advertising as a medium for social good, and in doing so has won over a hundred international awards during her advertising rebellion.