Last month, Wieden and Kennedy announced that Iain Tait, Partner/co-founder at Poke London was joining the agency as global interactive executive creative director, and would become the first person to join its worldwide leadership team since it was formed in 2006. Titles aside, here are some other major reasons it's important to school yourself in matters of Tait. At Poke, he helped to spearhead some of advertising's most groundbreaking digital efforts. The agency's Balloonacy campaign for Orange, for example was like no other, launching a balloon race that literally spanned the internet, capturing the goodwill of fans, the participation of numerous other big brands, and high regard from the industry—it was the sixth most awarded on our year's list of most globally awarded campaigns. The company also entered an unexpected category into digital territory with Baker Tweet, an innovative arduino-based platform that alerted patrons of London's Albion Bakery via Twitter when their buns were literally hot out of the oven. Meanwhile, while Tait isn't busy breaking ground in the digital space, he's helped to inspire others as well with one of the digital industry's most well-received blogs, Crackunit.com.
See the rest of the 2010 Creativity 50 here.