Iain Tait is the Executive Creative Director of the Google Creative Lab. Prior to Google Iain was Global Interactive Executive Creative Director at W+K. His most recognised piece of work is the Old Spice 'Responses' campaign where 'The Man Your Man Could Smell Like' created real-time video responses to fans. The campaign has been recognised around the world not only for its innovation but also for its effectiveness. He was one of the Creative Directors and founders of Poke. A digital creative agency with offices in London and New York. He also has startup experience, helping entrepreneurs and VC’s to connect in his role as Director of Product Development at First Tuesday. He also ran Nodding Dog, a joint venture with a TV production company developing hybrid TV/Interactive formats for UK television.